银 包装 · 2023
Lay's More Belgian Really Impossible 食品包装
by PepsiCo Design and Innovation
- A' Design Award 银奖 2023 in 包装
- CLIENT: PepsiCo Design & Innovation
- Estimated Number of Design Views: 32,111
- Verification code 1EEF36BB88 · Verify this award
Colors
About Lay's More Belgian Really Impossible 食品包装
乐事「More Belgian Really Impossible」是一款在比利时销售的薯片限量版包装设计。该包装呈现了与Brussels Ketjep联合开发的两款全新本土风味。设计方邀请比利时消费者提交具有浓郁本土特色的设计概念，得票最高的两个概念被采用并印制在包装上，同时标注创作者署名。这一做法回应了当前休闲零食市场的格局——本土品牌纷纷推出契合当地口味的产品与主张。该设计旨在留住乐事品牌的现有消费者，并吸引新的消费群体。
About the A' Design Award 银奖
Lay's More Belgian Really Impossible 食品包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Lay's More Belgian Really Impossible 食品包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Lay's More Belgian Really Impossible 食品包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。
Press Kit
- Unique Properties
- In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.
- Inspiration
- Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.
