PepsiCo's Big Straw Packaging Is Visual Proof Of The Zesty Flavors Sealed Within
by Chloe Gordon on 05/18/2021 | 2 Minute Read
PepsiCo developed packaging for their Big Straw products that will undoubtedly stand out on the shelves and create exciting brand awareness for consumers. The flavor combinations of crayfish, roasted chicken wings, and fresh tomato are packaged in bags with color combinations loosely reminiscent of the wild flavors. Think perfectly paired red and greens for the tomato flavor. The packaging is bold, unapologetic, and proof that your taste buds are about to be taken on a wild and zesty ride.
This packaging is designed to help PepsiCo Foods win consumer loyalty in the local marketplace. The design team in China is led by Gianmauro Vella, Senior Design Director, Asia Pacific, Middle East & North Africa. The team did extensive research and insights work on previous packaging design, shelf performance, and consumer feedback to help develop a new design system for Big Straw that would be disruptive on shelf and drive growth for the foods business.
The result is a bold, exuberant brand story that pops, allowing consumers to easily recognize the crunchy snacks on shelf, with sophisticated local flavor combinations – crayfish, roasted chicken wing and fresh tomato.
- Senior Design Director, Asia Pacific, Middle East & North Africa: Gianmauro Vella