Before & After: Baked Lays - Updated

by First name Last name on 03/31/2009 | 2 Minute Read

Editorial photographEditorial photographGreat post from our friends at BrandNew on the redesigned Baked Lays packaging. Check it out here. Images from Twig & Thistle.

Additional details about the design was sent in by Hornall Anderson and Frito-Lay:

"We at Hornall Anderson partnered with Frito-Lay to redesign &package its Baked! product line to specifically target women lookingfor a healthier alternative in the snack aisle. We carefully evaluatedthe shelf set in the chip aisle, women centric products in grocery andother categories, color palettes to determine just how to communicate“healthy” and/or “better for you.”  We landed on a natural colorpalette of cream and brown as the primary and consistent link acrossthe line of products.  Appetite appeal was a core goal of the design. Yes, it must look healthy, but without taste sacrifice.  It wasprimarily delivered through stellar product photography.  Thereproduction was a challenge since the printing requirement wasFlexography, but the print and preproduction partners really pulled itoff.  The other factor for appetite appeal was the prominent display ofthe product logos (Tostitos, Lays, Cheetos etc).  Whether, we as“designers” liked it or not, it became clear early on in testing thatthe brand logos (Tostitos, Lays, Cheetos, etc.) really do contribute toand impact the positive overall appetite appeal of the product.  Thepackages have just recently hit the store shelves and are performingwell according to our team at Frito-Lay.  We certainly learned a lot,challenged our opinions, our perspectives and ultimately delivered adesign that conveys Healthy and Delicious Snacking for women"

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