Cheetos Redesign Packaging by Dennis Furniss

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DESIGN DETAILS
DESIGN NAME:
Cheetos Redesign

PRIMARY FUNCTION:
Packaging

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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?

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
Mexico, initiated, completed, and launched in 2020

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Flexo printing over foil substrate.

SPECIFICATIONS / TECHNICAL PROPERTIES:
width 132.5 mm x height 250 mm

TAGS:
Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging

RESEARCH ABSTRACT:
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.

CHALLENGE:
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?

ADDED DATE:
2021-03-05 17:51:57

TEAM MEMBERS (2) :
PepsiCo Global Design Team and PepsiCo Marketing (Mexico)

IMAGE CREDITS:
All images are property of PepsiCo International

Visit the following page to learn more: http://fb.watch/48PFZLGQhB/
CLIENT/STUDIO/BRAND DETAILS
NAME:
PepsiCo International Mexico

PROFILE:
Cheetos® are available in more than 36 countries, the flavor and composition is often varied to match regional taste and cultural preferences. In Mexico Cheetos® are a beloved cheesy treat thats fun for everyone! You just can’t eat a Cheetos® snack without licking the signature “cheetle” off your fingertips. And wherever the CHEETOS® brand and signature flavors go, cheesy smiles are sure to follow.

NOMINATION DETAILS

Cheetos Redesign Packaging by Dennis Furniss is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

· The profile and other works by Dennis Furniss is also kept secret. This information will also be available later.
AWARD DETAILS

Cheetos Redesign Packaging by Dennis Furniss is Winner in Packaging Design Category, 2020 - 2021.



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