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