Cheetos Redesign Ukupakisha Ukudla Okuncanyana ngu-Dennis Furniss

Umdwebo Cheetos Redesign Ukupakisha Ukudla Okuncanyana ngu-Dennis Furniss ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2021 Umklomelo Wesiliva we-A' Design Award Esigabeni Somncintiswano se-Ukudizayina Ukupakisha.

IsilivaUkupakisha· 2021

Cheetos Redesign Ukupakisha Ukudla Okuncanyana

ngu Dennis Furniss

Iklayenti: PepsiCo International Mexico

Umnqobi we-Umklomelo Wesiliva we-A' Design Award Esigabeni se-Ukupakisha

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Umnqobi Womklomelo Oqinisekisiwe

Qinisekisa Isimo Somklomelo se-#122989

Vakashela Isayithi Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Cheetos Redesign Ukupakisha Ukudla Okuncanyana

I-Cheetos Redesign iwumklamo wokupakisha ukudla okuncanyana owenzelwe ibhrendi yezinto ezincanyana ezenziwe ngommbila eMexico. Imithethonqubo emisha kazwelonke yavimbela ukusetshenziswa kwabalingiswa ekupakisheni, ngakho isilwane sokuqoshama esesekhona isikhathi eside sasuswa. Kwasungulwa uhlamvu olukhulu olungu-C njengempahla eyinhloko yomdwebo. Uhlamvu lubukeka njengombhalo, luyadlalisa futhi luyahluka, futhi lusebenza kuwo wonke amanambitheko. Umklamo ungakwazi futhi ukulungiselelwa izimakethe zendawo. I-pack ngayinye ilinganiselwa ku-132.5 mm ububanzi kanye no-250 mm ukuphakama. Ukukhiqiza kusebenzisa uphrinta we-flexographic phezu kwendawo ye-foil.

Ukuqashelwa

Mayelana ne-Umklomelo Wesiliva we-A' Design Award

Cheetos Redesign Ukupakisha Ukudla Okuncanyana iwinile uMklomelo Wesiliva we-A' Design Award, ukwaziswa okuhloniphekile ngokungajwayelekile okunikezwa imiklamo esezingeni eliphezulu, ebukekayo nethinta kakhulu. Abawinile beSiliva yimisebenzi egqamile kakhulu nedala kakhulu ebonisa ubungcweti obuphawulekayo, italente nobuhlakani babaklami babo. Cheetos Redesign Ukupakisha Ukudla Okuncanyana ilindeleke ukuba ibe ngumsebenzi omuhle wesibonelo, onobungcweti obuphawulekayo nezinto ezintsha ezijulile. Lo mklamo owinile uMklomelo Wesiliva we-A' Design Award uyinto entsha ebonakala kakhulu nethakazelisayo esiza futhi isunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Cheetos Redesign Ukupakisha Ukudla Okuncanyana iyinto enomhawu omkhulu kuyo evusa izifiso, ilethe imizwa emihle futhi ivuse ukumangala nokuxakeka.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: In 2020, new regulations were put in place by the Mexican government which meant PepsiCo had to walk away from its most recognizable brand asset. Chester. So, they thanked him for all the hard work and got to work themselves redesigning the brand from the ground up. By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson?
Izilinganiso Nokupakisha: width 132.5 mm x height 250 mm
Amathegi: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Ubuchwepheshe Bokukhiqiza: Flexo printing over foil substrate.
Inselele Yokudweba: By far their biggest challenge was that Chester is literally baked into the DNA of the brand. PepsiCo faced some tough questions. Like, how do you keep the voice of the brand alive without its spokesperson? How do you distinguish each flavor with their personality nuances without an actual personality? How do you keep the mischievous fun positioning of brand alive without the mischievous and fun Chester?
Ucwaningo: Cheetos has a 40 year history in Mexico. 30 of those years Chester was Cheetos mascot. He has been one of the most loved and well known characters in all of Mexican culture. Mischievous. Fun. Undoubtedly, Chester was the most iconic asset for the Cheetos brand. But the new regulations ban characters from packaging and marketing.
To test and learn about the designs potential the PepsiCo research team evaluated the design through extensive accelerated Quantitative and Qualitative consumer studies, before they finally arrived at the amazing Pack Design that went to market.
Ugqozi: With a heavy heart PepsiCo gave Chester a retirement party. And then got to work on The Big Letter C. A new graphic asset, THE BIG Letter C, is an uplifting symbol that represents the essence of the brand. This C is a typographic element that is designed to be authentic and unique. It is mischievous. It is fun. It works across the flavor portfolio. And it can be localized. Additionally, for consumers, this design had outstanding results.
Ubude Bephrojekthi: Mexico, initiated, completed, and launched in 2020
Ukuhamba Kokusebenza: From a marketing perspective, PepsiCo's brief was to revolutionize the Cheetos equity and packaging while maintaining the brand essence that they have nurtured over more than a decade. Basically, they had to replace something everyone has known and loved for the last 30 years with something new that they will love just as much.
Amalungu Eqembu: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Amakhredithi Ezithombe: All images are property of PepsiCo International