Great 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 looking
for a healthier alternative in the snack aisle. We carefully evaluated
the shelf set in the chip aisle, women centric products in grocery and
other categories, color palettes to determine just how to communicate
“healthy” and/or “better for you.” We landed on a natural color
palette of cream and brown as the primary and consistent link across
the line of products. Appetite appeal was a core goal of the design.
Yes, it must look healthy, but without taste sacrifice. It was
primarily delivered through stellar product photography. The
reproduction was a challenge since the printing requirement was
Flexography, but the print and preproduction partners really pulled it
off. The other factor for appetite appeal was the prominent display of
the product logos (Tostitos, Lays, Cheetos etc). Whether, we as
“designers” liked it or not, it became clear early on in testing that
the brand logos (Tostitos, Lays, Cheetos, etc.) really do contribute to
and impact the positive overall appetite appeal of the product. The
packages have just recently hit the store shelves and are performing
well according to our team at Frito-Lay. We certainly learned a lot,
challenged our opinions, our perspectives and ultimately delivered a
design that conveys Healthy and Delicious Snacking for women”
Share your thoughts on the redesign below.
