ʻO Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā na Dennis Furniss he mea lanakila hanohano loa o ka 2021 A' Design Award Kala ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.
KalaʻUhi· 2021
Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā
Mea Kūʻai: PepsiCo International Mexico
Mea Lanakila A' Design Award Kala ma ka Māhele ʻUhi
Mea Lanakila i Hōʻoia ʻIa
Hōʻoia i ke Kūlana Makana no #122989Ka Hoʻolālā
E Pili Ana iā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā
Book Text: ʻO ka Hoʻoponopono Hou ʻana o Cheetos he hoʻolālā wahī ʻai māmā i hana ʻia no kekahi hōʻailona ʻai māmā kulina ma Mekiko. Ua pāpā nā lula aupuni hou i ka hoʻohana ʻana i nā moʻolelo kanaka ma nā wahī, no laila ua wehe ʻia ka meʻe hoʻohālikelike i kū loa ai. Ua kūkulu ʻia kekahi hua palapala nui ʻo C i waiwai kiʻi kikowaena. He hua palapala ʻano kikokikona ka hua palapala, pāʻani a ʻokoʻa, a hana ia ma nā ʻano ʻono a pau. Hiki nō ke hoʻololi ʻia ka hoʻolālā no nā mākeke kūloko. He 132.5 mm ka laulā o kēlā me kēia wahī a he 250 mm ke kiʻekiʻe. Hoʻohana ka hana ʻana i ka paʻi flexographic ma luna o kahi kumu foil.
Ka Hoʻomaikai
E Pili Ana i ka A' Design Award Kala
Ua lanakila ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Cheetos Redesign Primary Function: Nā Wahī ʻAi Māmā e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.
Ma Hope o ka Hoʻolālā
ʻEke Nūhou
Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.
- Nā ʻAno Kūʻokoʻa
- 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?
- Nā Ana a me ka Hoʻopili
- width 132.5 mm x height 250 mm
- Nā Lepili
- Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
- ʻEnehana Hana
- Flexo printing over foil substrate.
- Pilikia Hoʻolālā
- 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?
- Noiʻi
- 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. - Hoʻoulu Manaʻo
- 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.
- Ka Lōʻihi o ka Papahana
- Mexico, initiated, completed, and launched in 2020
- Kaʻina Hana
- 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.
- Nā Lālā Hui
- PepsiCo Global Design Team
PepsiCo Marketing (Mexico) - Nā Kuleana Kiʻi
- All images are property of PepsiCo International
Kākoʻo ʻIa
ʻImi ma ʻō aku o Designers.org
E ʻimi i nā huahana, nā lawelawe a me nā manawa mai kā mākou mau hoa hoʻolaha.
Hou Aku e ʻImi Ai
Nā Hoʻolālā Pili
E ʻimi i nā hoʻolālā lanakila hou mai ka māhele like, i koho ʻia ma ka waiwai.
