Cheetos Redesign Primary Function: Tembi'u michĩ ryru Dennis Furniss omba'apóva

Cheetos Redesign Primary Function: Tembi'u michĩ ryru Dennis Furniss omba'apóva ha'e rembiporuarã oñemba'eguaséva 2021 A' Design Award Pláta pegua Mba'eñongatuha Jejapo Ñeha'ã Categoría-pe.

PlátaMba'eñongatuha· 2021

Cheetos Redesign Primary Function: Tembi'u michĩ ryru

Dennis Furniss -gua

Mba'eporuhára: PepsiCo International Mexico

A' Design Award Pláta Rembiporuarã Mba'eñongatuha Categoría-pe

35,936

Premio Rembiporuarã Oñemoneĩva

Emoneĩ Premio Reko #122989 Peg̃ua

Eike Tendápe Ehecha A' Design Award-pe Marandu Myasãi Mba'ete Jeguerohory

Sa'y

Diseño

Cheetos Redesign Primary Function: Tembi'u michĩ ryru Rehegua

Cheetos Redesign ha'e peteĩ tembi'u michĩ ryru ojejapo va'ekue peteĩ avati tembi'u michĩ marca-pe guarã México-pe. Umi ley pyahu tetãygua ojejokóma umi personaje jeporu ryru rehe, upévare pe mascota oĩ vaekue are ojepe'a. Ojejapo peteĩ letra C tuicháva, ha'éva pe ta'anga mba'e mbytepegua. Pe letra ha'e tipográfica, ovy'a ha oñeñandúva, ha omba'apo umi hyakuã vore memetehápe. Ko diseño ikatu avei oñemoĩ porã umi merkádo tetãyguápe. Peteĩteĩ ryru orekopa 132.5 mm ipepe ha 250 mm ijyvate. Ojejapo hag̃ua ojeporu impresión flexográfica peteĩ foil substrato ári.

Jeguerohory

A' Design Award Pláta Rehegua

Cheetos Redesign Primary Function: Tembi'u michĩ ryru ohupyty A' Design Award Pláta, peteĩ ñehechakuaa extraordinariamente prestigioso oñeme'ẽva diseño de primera línea, hechapyrãva ha impresionante-pe. Umi ganador Pláta ha'e tembiapo brillante ha heta creativo ohechaukáva expertise, talento ha agudeza sobresaliente umi diseñador-pe. Oñeha'ãrõ Cheetos Redesign Primary Function: Tembi'u michĩ ryru ha'eha peteĩ tembiapo maravilloso, ejemplar, profesional ha innovador pypukuvéva. Ko diseño ohupytýva A' Design Award Pláta ha'e invento ojehechakuaáva ha ojehayhúva ohepyme'ẽva ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Cheetos Redesign Primary Function: Tembi'u michĩ ryru ha'e creación heta ojeenvidiáva omokyre'ỹva ipotapy, ome'ẽva sentimiento positivo ha omoheñóiva maravilla ha sorpresa.

Diseño Rapykuéri

Marandu Aty

Diseñador ome'ẽva'ekue crédito, aty pegua ha mba'e técnico.

Mba'e Iñambuéva: 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?
Tuichakue ha Ñemyenyhẽ: width 132.5 mm x height 250 mm
Ñe'ẽ Rape: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Ñeapopy Tecnología: Flexo printing over foil substrate.
Diseño Jepy'apy: 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?
Ñesẽheka: 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.
Inspiración: 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.
Proyecto Ára Tuichakue: Mexico, initiated, completed, and launched in 2020
Mba'apo Rape: 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.
Aty Rembiguái: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Ta'ãnga Mba'eñemoneĩ: All images are property of PepsiCo International