Typically, in our ongoing Pack of the Month column, we highlight one of our top-performing posts from the past month.

This is most definitely not that.

Running a media site or online journal means obsessing over page views and dreaded “clicks,” constantly analyzing demographics and what people are actually reading (or even not reading). Earlier this month, we noticed a massive spike on a project we ran last year from designer Michael Irwin about a conceptual, minimal Doritos redesign. It seemed that folks were taking this concept as gospel, and the project was going viral across social media. As of this writing, it’s already become the 4th most popular story in Dieline’s history.