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Imagine A New Dorito, It's Easy If You Try

by Bill McCool on 01/21/2020 | 2 Minute Read

Last fall, Doritos experimented with removing their logo from their packaging and created a marketing campaign around it to boot. And while we loved the plain red and blue bags we spotted in the commercial, it was never meant to be.

Fast forward to a brand new year, and we love this equally minimal take by designer Michael Irwin.

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"Since its origination in 1964, Doritos have been one of the most enjoyed snacks on the shelves. Although the identity and packaging have shifted over the years, the branding has been seen in script form, often accompanied by an illustration of a tortilla chip.

Editorial photograph
Editorial photograph

The logo appeared very close to connecting the chip with the letter "D," but never quite committed to it. This was an idea for a Doritos rebrand if they ever decided to go uber clean.

The chip would be used to form the intentional “D.” The shape would shift color to define each flavor as well as provide a container for imagery and content.

Editorial photograph
Editorial photograph
Editorial photograph

Since Doritos is notoriously known for being extreme, this versatile shape would become a vehicle for expression, individuality, and creativity. Happy snacking!"

Editorial photograph

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