Dive Summary:
- Doritos, Pepsi Frito-Lay's most popular chip, has tasked design firm Hornall Anderson with updating and reinvigorating its packaging and logo to meet the expectations of consumer in the future.
- The firm designed a strong and uniform layout for Doritos' many flavors; one that is simpler, yet much more affecting and recognizable.
- The company hopes the new packaging will allow their target consumers, fast paced and often fleeting young people, to recognize and remember their favorite Doritos products.
(Image credit: Hornall Anderson)
From the article:
"... 'The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role," says Ali Whitely, Hornall Anderson U.K. creative director. "We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel. The new identity and package design brings to life the emotional equities of the Doritos brand and what it means to the consumer.' .."