Cheetos Redesign Primêre Funksie: Versnaperingsverpakking deur Dennis Furniss

Die ontwerp Cheetos Redesign Primêre Funksie: Versnaperingsverpakking deur Dennis Furniss is 'n hoogs gewaardeerde wenner van die baie prestigieuese 2021 A' Design Award in Silwer in die Verpakkingsontwerp-kompetisiekategorie.

SilwerVerpakking· 2021

Cheetos Redesign Primêre Funksie: Versnaperingsverpakking

deur Dennis Furniss

Kliënt: PepsiCo International Mexico

Wenner van die A' Design Award in Silwer in die Verpakking-kategorie

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Die Ontwerp

Oor Cheetos Redesign Primêre Funksie: Versnaperingsverpakking

Cheetos Herontwerp is 'n versnaperingsverpakkingsontwerp wat vir 'n mielieversnaperinghandelsmerk in Mexiko geskep is. Nuwe nasionale regulasies het die gebruik van karakters op verpakking verbied, so die langbestaande gelukbringer is verwyder. 'n Groot letter C is as die sentrale grafiese bate ontwikkel. Die letter is tipografies, speels en kenmerkend, en dit werk oor die volle geursreeks heen. Die ontwerp kan ook vir plaaslike markte aangepas word. Elke pak meet 132.5 mm in breedte en 250 mm in hoogte. Vervaardiging gebruik fleksografiese drukwerk op 'n foeliesubstraat.

Die Erkenning

Oor die A' Design Award in Silwer

Cheetos Redesign Primêre Funksie: Versnaperingsverpakking is 'n wenner van die A' Design Award in Silwer, 'n buitengewoon prestigieuse erkenning wat toegeken word aan topklas-, pragtige en indrukwekkende ontwerpe. Wenners in Silwer is geweldig briljante en uiters kreatiewe werke wat die uitstaande kundigheid, talent en skerpsinnigheid van hul ontwerpers illustreer. Daar word verwag dat Cheetos Redesign Primêre Funksie: Versnaperingsverpakking 'n wonderlike vertoonstuk is wat merkwaardig professioneel en diepgaande innoverend is. Hierdie ontwerp wat die A' Design Award in Silwer gewen het, is 'n hoogs noemenswaardige, bewonderde uitvinding wat die grense van kuns, wetenskap, ontwerp en tegnologie bevoordeel en uitbrei. Cheetos Redesign Primêre Funksie: Versnaperingsverpakking is 'n wyd beny skepping wat begeertes oproep, positiewe gevoelens bring en verbasing en verwondering wek.

Agter die Ontwerp

Persstel

Krediete, spanlede en tegniese besonderhede verskaf deur die ontwerper.

Unieke Eienskappe: 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?
Afmetings & Verpakking: width 132.5 mm x height 250 mm
Etikette: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Produksietegnologie: Flexo printing over foil substrate.
Ontwerpuitdaging: 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?
Navorsing: 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.
Inspirasie: 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.
Projekduur: Mexico, initiated, completed, and launched in 2020
Bedryfsvloei: 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.
Spanlede: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Beeldkrediete: All images are property of PepsiCo International