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.

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Cheetos Redesign by Dennis Furniss

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Packaging by Dennis Furniss

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Dennis Furniss Cheetos Redesign

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Dennis Furniss Packaging

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PepsiCo International MexicoBrand Logo

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Cheetos Redesign Packaging Press Releases

Explore press materials for Cheetos Redesign, available in languages such as English.

Cheetos Redesign Packaging Media Articles

Explore our ready-to-use articles on Cheetos Redesign, available in multiple languages: Korean, Indonesian, Japanese, Russian, German, Portuguese, Dutch, English, Spanish, French, Italian, Chinese (Mandarin), Hindi, Turkish and Arabic (Standard), for your feature stories.

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.

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.

Dennis Furniss Press Releases

Discover Dennis Furniss's journey through our press releases, available for all press members and journalists to use without restrictions. Available now: 5 press releases ready for immediate access by journalists.

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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