Cheetos Redesign Snakkumbúðir eftir Dennis Furniss

Hönnunarverkið Cheetos Redesign Snakkumbúðir eftir Dennis Furniss er hávirt verðlaunaverk sem hlaut hin virtu 2021 A' Design Award í silfri verðlaun í keppnisflokknum Umbúðahönnun.

SilfurUmbúðir· 2021

Cheetos Redesign Snakkumbúðir

eftir Dennis Furniss

Viðskiptavinur: PepsiCo International Mexico

Handhafi A' Design Award í silfri í flokknum Umbúðir

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Hönnunin

Um Cheetos Redesign Snakkumbúðir

Cheetos Redesign eru snakkumbúðir hannaðar fyrir maísnasl vörumerki í Mexíkó. Nýjar landsreglur bönnuðu notkun teiknifígúra á umbúðum, svo hið langlífa lukkudýr var fjarlægt. Stór bókstafur C var þróaður sem miðlægur grafískur þáttur. Bókstafurinn er leturfræðilegur, leikandi og sérstakur, og hann virkar þvert á allt bragðúrvalið. Hönnunina má einnig aðlaga að staðbundnum mörkuðum. Hver pakki mælist 132,5 mm á breidd og 250 mm á hæð. Framleiðslan notar flexóprentun á álþynnuundirlag.

Viðurkenningin

Um A' Design Award í silfri

Cheetos Redesign Snakkumbúðir vann A' Design Award í silfri, gífurlega virta viðurkenningu sem veitt er hönnunarverkum í fremstu röð, stórfallegum og áhrifamiklum. Sigurvegarar í silfri eru ákaflega snjöll og afar skapandi verk sem sýna framúrskarandi sérfræðiþekkingu, hæfileika og skarpskyggni hönnuða sinna. Þess er vænst að Cheetos Redesign Snakkumbúðir sé dásamlegt sýningarverk sem er einstaklega fagmannlegt og djúpt nýstárlegt. Þetta hönnunarverk sem vann A' Design Award í silfri er mjög athyglisverð, dáð uppfinning sem gagnast og færir mörk listar, vísinda, hönnunar og tækni fram á við. Cheetos Redesign Snakkumbúðir er mjög öfunduð sköpun sem vekur langanir, færir jákvæðar tilfinningar og kveikir undrun og aðdáun.

Á bak við hönnunina

Fjölmiðlapakki

Heimildir, hópmeðlimir og tæknilegar upplýsingar frá hönnuðinum.

Einstakar eiginleikar: 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?
Stærðir og umbúðir: width 132.5 mm x height 250 mm
Merki: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Framleiðslutækni: Flexo printing over foil substrate.
Hönnunaráskorun: 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?
Rannsóknir: 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.
Innblástur: 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.
Lengd verkefnis: Mexico, initiated, completed, and launched in 2020
Verkflæði: 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.
Liðsmenn: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Myndheimildir: All images are property of PepsiCo International