Cheetos Redesign
Packaging for PepsiCo International Mexico
Cheetos is a brand that people love and the new visual identity reimagines the all colorful characteristics of Cheetos within an new design that is driven by the iconic C. This versatile brand mark is both contemporary and playful in attitude, without loosing the playful essense of Chester, the brands world renowned mascot. In line with the heritage of the brand the design focuses on attention to detail and meticulous execution.
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Download Press Kit № 122989 Packaging for PepsiCo International Mexico by Dennis Furniss to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Cheetos Redesign by Dennis Furniss
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Packaging by Dennis Furniss
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Dennis Furniss Cheetos Redesign
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Dennis Furniss Packaging
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Cheetos Redesign Packaging Press Releases
Discover our press releases for Cheetos Redesign available in the following languages: English.
Cheetos Redesign Packaging Media Articles
Ready-to-feature articles on Cheetos Redesign are available in these languages: Korean, Indonesian, Japanese, Russian, German, Portuguese, Dutch, English, Spanish, French, Italian, Chinese (Mandarin), Hindi, Turkish and Arabic (Standard), for your convenience.
Unique Properties
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?
Tags
Chester, Cheetos, brand, creative, Chips, PepsiCo, Branding, Packaging
Production Technology
Flexo printing over foil substrate.
Design 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?
Project Duration
Mexico, initiated, completed, and launched in 2020
Operation Flow
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.
Research
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.
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.
Image Credits
All images are property of PepsiCo International
Project Overview
Cheetos Redesign Packaging has been a Silver winner in the Packaging Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Dennis Furniss was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Cheetos Redesign Packaging.
Dennis Furniss Press Releases
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Cheetos Redesign Unveiled by Dennis Furniss for PepsiCo
Dennis Furniss, in collaboration with PepsiCo, introduces a revolutionary redesign of Cheetos packaging, maintaining brand essence while complying with new regulations. Launched in Mexico in 2020, the redesign replaces the iconic Chester mascot with a new, versatile brand mark, symbolizing the mischievous and fun positioning of the brand.
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