Cheetos Redesign Primarna funkcija: Embalaža za prigrizke – avtor Dennis Furniss

Delo Cheetos Redesign Primarna funkcija: Embalaža za prigrizke avtorja Dennis Furniss je izjemno cenjeni dobitnik prestižne nagrade 2021 Srebrna nagrada A' Design Award v tekmovalni kategoriji Oblikovanje embalaže.

SrebrnaEmbalaža· 2021

Cheetos Redesign Primarna funkcija: Embalaža za prigrizke

avtor/ica: Dennis Furniss

Naročnik: PepsiCo International Mexico

Dobitnik nagrade Srebrna nagrada A' Design Award v kategoriji Embalaža

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Preverite status nagrade za #122989

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Barve

Dizajn

O dizajnu Cheetos Redesign Primarna funkcija: Embalaža za prigrizke

Cheetos Redesign je embalažni dizajn za prigrizke, ustvarjen za mehiško blagovno znamko koruznih prigrizkov. Novi nacionalni predpisi so prepovedali uporabo likov na embalaži, zato je bil dolgoletni maskota odstranjen. Kot osrednji grafični element je bila razvita velika črka C. Črka je tipografska, igriva in prepoznavna ter deluje po celotni paleti okusov. Dizajn je mogoče prilagoditi tudi lokalnim trgom. Vsaka embalaža meri 132,5 mm v širino in 250 mm v višino. Pri proizvodnji se uporablja fleksografski tisk na foliji.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Cheetos Redesign Primarna funkcija: Embalaža za prigrizke je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Cheetos Redesign Primarna funkcija: Embalaža za prigrizke se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Cheetos Redesign Primarna funkcija: Embalaža za prigrizke je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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?
Dimenzije in embalaža: width 132.5 mm x height 250 mm
Oznake: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Proizvodna tehnologija: Flexo printing over foil substrate.
Oblikovalski izziv: 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?
Raziskave: 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.
Inspiracija: 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.
Trajanje projekta: Mexico, initiated, completed, and launched in 2020
Potek delovanja: 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.
Člani ekipe: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Zasluge za slike: All images are property of PepsiCo International