Lay's x Stranger Things 食品包装 by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award 铜奖 in 限量版与定制设计 Competition Category.
铜限量版· 2023
Lay's x Stranger Things 食品包装
by PepsiCo Design and Innovation
A' Design Award 铜奖 Winner in 限量版 Category
Verified Award Winner
Verify Award Status for #149733The Design
About Lay's x Stranger Things 食品包装
乐事 x 怪奇物语是为一款薯片产品打造的限量版食品包装设计。包装摒弃了惯常的明亮黄色,改用黑色为底,红色同心圆自乐事标志向外辐射扩散。剧中的怪物张开血盆大口,利爪仿佛正攫住整个包装。怪奇物语的标志倒置于包装底部,呼应剧集的主题设定。燃烧的辣椒与薯片图案则标示出美式辣鸡口味。该包装在泰国指定门店限量发售。
The Recognition
About the A' Design Award 铜奖
Lay's x Stranger Things 食品包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Lay's x Stranger Things 食品包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Lay's x Stranger Things 食品包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In a departure from the usual bright yellow the brand is known for; Lay’s x Stranger Things touts a dramatic black substrate with radiating red concentric circles emanating from the Lay’s logo. The infamous force of evil that is the Demorgon is depicted with jaws open and creepy claws appear to clutch the pack. Taking the show’s concept of ‘Upside Down’ quite literally, the Stranger Things logo appears upended at the bottom of the pack. Flavor cues are also present on pack as the team included a flaming chili pepper and Lay’s chip to indicate the Flamin’ Hot flavor.
- Inspiration
- The Stranger Things fan base is a devoted one with a global following, and they will happily immerse themselves in all things ‘Upside Down.’ Knowing this, Lay’s collaborated with Netflix to create limited edition packaging that would create excitement and build awareness for the much-anticipated launch of season 4. The Design Team turned traditional packaging design principles on their head to deliver a buzz-worthy and collectible Lay’s x Stranger Things design to delight the show’s fans. This cleverly inverted Lay’s design was exclusively available for purchase at 7-Eleven retail locations in Thailand.
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