Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc sɣur Dennis Furniss

Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc sɣur Dennis Furniss d anerbaz yettwaqadren meqqren n 2021 Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.

LfeṭṭaAkemmus· 2021

Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc

sɣur Dennis Furniss

Amsaɣ: PepsiCo International Mexico

Anerbaz n Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Akemmus

35,936

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #122989

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc

Book Text: Cheetos Redesign d aɣawas n tuqqna n uɣrum n uqemmuc yettwaxedmen i yiwet n tmarka n uɣrum n tǧewwaqt deg Miksik. Ilugan imaynuten iɣelnawen gedlen aseqdec n yizamulen ɣef tuqqna, ihi yettwakkes uzamul-nni yeɛnan si zik. Yiwen n usekkil ameqran C yettwaxdem am uferdis agrafik agejdan. Asekkil-agi d atirawi, yesɛa urar, yerna yemgarad, yerna iteddu ɣef umeɣrad n leɛqal meṛṛa. Aɣawas yezmer daɣen ad yettwabeddel i tewsatin tidiginin. Yal tayugt tesɛa tehri n 132.5 mm d teɣzi n 250 mm. Afares yeseqdac tsiggэлt taflikuɣrafit ɣef umsas n ubuxarru.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lfeṭṭa

Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Cheetos Redesign Tawuri Tagejdant: Tuqqna n uɣrum n uqemmuc ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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?
Tigejdiwin & Akemmus: width 132.5 mm x height 250 mm
Tibzimin: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Tasnakta n Ufares: Flexo printing over foil substrate.
Asewḥel n Usnulfu: 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?
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: Mexico, initiated, completed, and launched in 2020
Tanila n Umahil: 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.
Igmamen n Terbaɛt: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Imsuren n Tugniwin: All images are property of PepsiCo International