Dive Summary:

• Frito-Lay, a subsidiary of Pepsi, has hired the design firm Hornall Anderson to redesign its Tostitos brand tortilla chip.
• The new packaging is meant to convey a sense of a Mexican cantina, an everlasting party and numerous other metaphorical and fairly idealistic ideas.
• Hornall also changed the classic Tostitos logo, making the two t's and i look like people dipping chips into a salsa bowl.
   

From the article:

In addition to the new Cantina line, Hornall Anderson also worked with Tostitos to revamp their identity and entire core line of chips and dips to help further emphasize Tostitos as a "party-centric" brand.

As part of the research process, the Hornall Anderson team actually partied with Tostitos consumers in their own homes, versus focus group testing, to immerse themselves in what defines a party. Part of this included observing what resonates with consumers based on the visual influencers in their environment, in addition to what they served, what other brands they identified with, and how they entertained.