Packaging
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.

Dennis Furniss 2021 Agency Silver Press Kit № 122989

Download Press Kit № 122989

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
Cheetos Redesign by Dennis Furniss

Download 1800 Pixels JPEG Image.

Maximize the potential of this 1800-pixel image: at 300 DPI, it delivers exceptional detail up to 6 inches, while at 150 DPI, it offers clarity for prints up to 12 inches. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. Photo credits are listed in the Image Credits Section.

Packaging by Dennis Furniss
Packaging by Dennis Furniss

Download 1800 Pixels JPEG Image.

With an 1800-pixel resolution, create stunning prints up to 6 inches at 300 DPI, or expand your storytelling to 12 inches with a clear outcome at 150 DPI. High-res, no watermark images await those with press accreditation. For instant access, download a low-res version. For photo credit information, refer to the Image Credits Section.

Dennis Furniss Cheetos Redesign
Dennis Furniss Cheetos Redesign

Download 1800 Pixels JPEG Image.

Utilize this 1800-pixel image at 300 DPI for sharp, detailed prints up to 6 inches. When your narrative requires larger images, deploying it at 150 DPI allows for clear, impactful visuals up to 12 inches. Press pass? Download high-res, watermark-free images. Or, get immediate access to low-res images without accreditation. Image attributions can be found in the Image Credits Section.

Dennis Furniss Packaging
Dennis Furniss Packaging

Download 1800 Pixels JPEG Image.

Utilize this 1800-pixel image at 300 DPI for sharp, detailed prints up to 6 inches. When your narrative requires larger images, deploying it at 150 DPI allows for clear, impactful visuals up to 12 inches. Press pass? Download high-res, watermark-free images. Or, get immediate access to low-res images without accreditation. Image attributions can be found in the Image Credits Section.

PepsiCo International MexicoBrand Logo
PepsiCo International MexicoBrand Logo

Download 1800 Pixels JPEG Image.

The 1800-pixel image is crafted for flexibility in print sizes—crisp and detailed at up to 6 inches with 300 DPI, and maintains its clarity at up to 12 inches when set to 150 DPI. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. Acknowledgements for photographs are in the Image Credits Section.

Dennis Furniss Corporate Logo
Dennis Furniss Corporate Logo

Download 1800 Pixels JPEG Image.

The 1800-pixel image is crafted for flexibility in print sizes—crisp and detailed at up to 6 inches with 300 DPI, and maintains its clarity at up to 12 inches when set to 150 DPI. High-res, no watermark images await those with press accreditation. For instant access, download a low-res version. Details on photo contributions are located in the Image Credits Section.

Design Newswire
Cheetos Redesign Packaging Press Releases

Discover our press releases for Cheetos Redesign available in the following languages: English.


Press Kit
Cheetos Redesign Packaging Media Articles

For immediate use: Cheetos Redesign articles, available in languages such as Korean, Indonesian, Japanese, Russian, German, Portuguese, Dutch, English, Spanish, French, Italian, Chinese (Mandarin), Hindi, Turkish and Arabic (Standard), to enrich your content.


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.

 Award Logo
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.

DesignPRWire
Dennis Furniss Press Releases

We provide a series of press releases on Dennis Furniss that journalists and press members can freely incorporate into their narratives. Journalists can access 5 press releases immediately, ready for your use.


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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