Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon pa Dennis Furniss

Dizayn Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon pa Dennis Furniss se yon gayan ki gen anpil estim nan konpetisyon trè prestijye 2021 A' Design Award Ajan nan Kategori Konpetisyon Dezayn Anbalaj.

AjanAnbalaj· 2021

Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon

pa Dennis Furniss

Kliyan: PepsiCo International Mexico

Gayan A' Design Award Ajan nan Kategori Anbalaj

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Konsepsyon an

Konsènan Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon

Cheetos Redesign se yon konsepsyon anbalaj manje kolasyon ki kreye pou yon mak kolasyon mayi nan Meksik. Nouvo règleman nasyonal yo te entèdi itilizasyon pèsonaj sou anbalaj yo, konsa maskòt ki te la depi lontan an te retire. Yon gwo lèt C te devlope kòm eleman grafik santral la. Lèt la se tipografik, jwe ak distenktif, epi li mache atravè tout gam gou yo. Konsepsyon an ka adapte tou pou mache lokal yo. Chak pake mezire 132.5 mm nan lajè ak 250 mm nan wotè. Pwodiksyon an itilize enprime fleksografik sou yon substra fèy.

Rekonesans lan

Konsènan A' Design Award Ajan

Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon se yon ganyan A' Design Award Ajan, yon rekonesans ki gen yon prestij enmans yo bay design nivo siperyè, bèl anpil e enpresyonan. Ganyan Ajan yo se travay ki trè briyan e ki trè kreyatif ki montre ekspètiz, talan ak finès designer yo. Yo atann Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon pou se yon bèl travay modèl, remakab nan pwofesyonalis e ki gen gwo inovasyon. Design sa a ki ganyen A' Design Award Ajan se yon envansyon trè remakab, admire ki pote benefis e ki pouse limit atizay, syans, design ak teknoloji. Cheetos Redesign Fonksyon Prensipal: Anbalaj Manje Kolasyon se yon kreyasyon anpil moun jalou ki reveye dezi, ki pote santiman pozitif e ki limen sipriz ak mèvèy.

Dèyè Konsepsyon an

Dosye Laprès

Kredi, manm ekip ak detay teknik konseptè a bay.

Pwopriyete Inik: 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?
Dimansyon & Anbalaj: width 132.5 mm x height 250 mm
Etikèt: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Teknoloji Pwodiksyon: Flexo printing over foil substrate.
Defi Dizayn: 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?
Rechèch: 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.
Enspirasyon: 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.
Dire Pwojè: Mexico, initiated, completed, and launched in 2020
Fliks Operasyon: 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.
Manm Ekip: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Kredi Imaj: All images are property of PepsiCo International