Dennis Furniss tarapyndan Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy

Dennis Furniss tarapyndan döredilen Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy dizaýny Gaplama Dizaýny Bäsleşik Kategoriýasynda 2021 A' Design Award Kümüş Baýragy baýragynyň abraýly ýeňijisidir.

KümüşGaplama· 2021

Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy

dizaýner: Dennis Furniss

Müşderi: PepsiCo International Mexico

Gaplama Kategoriýasynda A' Design Award Kümüş Baýragy Ýeňijisi

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Sahypa giriň A' Design Award-da görüň Metbugat beýannamasy Baýrak nyşany

Reňkler

Dizaýn

Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy hakynda

Cheetos Redesign, Meksikada mekgejöwenli işdäaçar brendi üçin döredilen işdäaçar iýmit gaplama dizaýnydyr. Täze milli düzgünler gaplamalarda personažlaryň ulanylmagyny gadagan etdi, şonuň üçin köpden bäri ulanylýan maskot aýryldy. Merkezi grafiki element hökmünde uly C harpy döredildi. Bu harp tipografik, şadyýan we tapawutlydyr, hem-de tagamlaryň ähli görnüşinde işleýär. Dizaýn ýerli bazarlar üçin hem uýgunlaşdyrylyp bilner. Her gap 132,5 mm inde we 250 mm beýiklikde ölçelýär. Önümçilikde folga esasly materialyň üstünde fleksografik çap ulanylýar.

Ykrar etme

A' Design Award Kümüş Baýragy hakynda

Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy A' Design Award Kümüş Baýragynyň ýeňijisidir; bu owadan, belent we täsirli ýokary derejeli dizaýnlara berilýän adatdan daşary abraýly ykrarnamadyr. Kümüş ýeňijileri dizaýnerleriniň ajaýyp bilimini, zehinini we ýiti aňyny görkezýän aşa ýalpyldawuk we örän döredijilikli eserlerdir. Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy ajaýyp, nusgalyk, üns çekiji derejede hünärmenlikli we çuňňur täzelikçi eser bolmagy garaşylýar. A' Design Award Kümüş Baýragyny gazanan bu dizaýn sungatyň, ylmyň, dizaýnyň we tehnologiýanyň çäklerine peýda berýän we ony öňe sürýän örän üns çekiji, haýran galynýan oýlap tapyşdyr. Cheetos Redesign Esasy Wezipe: Işdäaçar iýmit gaplamasy köpüň gabanjyna sezewar bolýan, isleglerimizi oýarýan, oňyn duýgulary getirýän we haýranlyk we geň galmagy döredýän eserdir.

Dizaýnyň sahna arkasy

Metbugat toplumy

Dizaýner tarapyndan berlen kreditler, topar agzalary we tehniki maglumatlar.

Üýtgeşik Aýratynlyklar: 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?
Ölçegler we Gaplama: width 132.5 mm x height 250 mm
Bellikler: Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Önümçilik Tehnologiýasy: Flexo printing over foil substrate.
Dizaýn Kynçylygy: 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?
Gözleg: 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.
Ylham: 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.
Taslama Dowamlylygy: Mexico, initiated, completed, and launched in 2020
Iş Akymy: 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.
Topar Agzalary: PepsiCo Global Design Team
PepsiCo Marketing (Mexico)
Surat Awtorlary: All images are property of PepsiCo International