Country
U.S.A.(美国)
Official website
https://www.pepsico.com/
Company Introduction
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.
Images
Brand Name
Lay’s
Designer Name
PepsiCo Design & Innovation
Position of Designer
None
Client
PepsiCo
Target Group
Food Consumers
Major sales
E-commerce; Supermarket & CVS; Grocery
Positioning
Mass Production
Design Story
Today’s consumers are craving variety and are looking for a novel flavor experience. Lay’s, the world’s favorite potato chip, and LeCake, a premium local Chinese cake brand, teamed up to create a limited-edition flavor, Lay’s x LeCake Choco Deep Ridged, available for purchase in China. The only thing quite possibly better than the distinct flavor of Lay’s is salty-meets-sweet with Lay’s plus a chocolate flavored coating! The crisp potato chips with perfect crunch are elevated with the richness of chocolate flavoring to create a multi- sensorial experience and an indulgent moment of enjoyment. Lay’s x LeCake offers an exclusive experience at an approachable level - perfect for a gifting occasion or any time a little indulgence is needed. To communicate this new flavor dimension, the Design Team created an eye-catching visual identity and package design that reflected the Lay’s x LeCake experience. The design explores new flavor dimensions in an imaginative but still approachable way. The VIS ID and e-commerce visuals evoke a very “down the rabbit hole” Alice in Wonderland- esque vibe, with bold and bright combining with pastel color contrasts. On pack, mouthwatering close-up photography of potato chips and chocolate cakes clearly cue the flavors consumers will find inside. The packaging aesthetic strikes a balance between nodding to the smooth texture of chocolate flavored coating with rounded and soft typography, and the snacks’ rich aroma, signified by the bright color palette. With its delicious flavor and delightful visuals, Lay’s x LeCake is sure to be a hit with Chinese consumers looking to take their snacking experience to the next level.
Highlights
Today’s consumers are craving variety and are looking for a novel flavor experience. The only thing quite possibly better than the distinct flavor of Lay’s is salty-meets-sweet with Lay’s plus a chocolate flavored coating! The crisp potato chips with perfect crunch are elevated with the richness of chocolate flavoring to create a multi-sensorial experience and an indulgent moment of enjoyment. Lay’s x LeCake offers an exclusive experience at an approachable level - perfect for a gifting occasion or any time a little indulgence is needed.
Market Performance
Confidential
Material
Other
Craft
None
Does the design solve the problems that are common across the product category?
None
What functional designs of the work have enhanced the user experience?
None
Did the design help increase the sales performance of the product?
None
Does the work consider sustainability (environmentally or commercially, or both)?
None