Unlocking the power of a Global Masterbrand
Lay’s is a global powerhouse and a key growth engine of the PepsiCo portfolio. The biggest snack brand* on the planet, you can find it in over 100 countries worldwide.
(* Sources: Euromonitor, Kantar World Panel)
Close partnerships strengthen growth
DGI’s collaboration with the PepsiCo Design & Innovation Center, Lay’s Global Snacks Group (GSG), and a cluster of key markets re-engineered the Lay’s Global Design strategy to meet the challenges of a more complex category, more sophisticated consumers, and a globalized world.
The result is an impactful branding and packaging design system that is authentic and loyal to the core equity of Lay’s, while expressing itself in contemporary design language and approachable visual imagery which enriches the Lay’s experience.
Seizing the opportunities of a challenging scenario
Our work responded specifically to three challenges for the brand:
- The increasingly important role of design in food packaging, with pack design now one of the most critical elements in the brand marketing mix.
- Challenges from the competition to Lay’s leadership on the shelf.
- Different shopability scenarios in diverse markets and regions.
- Together, we developed a brand and packaging design system based on a consumer-centric masterbrand approach that recast these factors as leveraged strengths of the Lay’s brand.
Much more than new packaging
The project proceeded in specific interlinked stages from strategic platform development to market validation:
- Rationalization and optimization of the Lay’s portfolio for specific demand spaces, moments of enjoyment, and consumer insights/drivers.
- Development of a global Lay’s Core Platform for the brand’s biggest lines worldwide, restructuring, optimizing, and aligning the existing portfolio differentiation for greater global effectiveness, coherence, and consistency.
- Creation of a coherent design architecture system, starting with the redesign of 5 major Lay’s Global sublines: Lay’s Stax, Lay’s Pops, Lay’s Gourmet, Lay’s Maxx and Lay’s Oven.
- Validation of the New Design Strategy following a Global Quantitative Research Methodology in 4 Continents and more than 10 different markets, including China, Mexico, Spain the Netherlands, Russia, and the USA.
Strengthening the Consumer Connection
A core aim was to increase the power of the Lay’s brand by intensifying the emotional bond formed by consumers. Clear brand positioning, more relevant and meaningful brand experiences, and optimized consumer navigation of the extensive Lay’s portfolio have now achieved increased brand presence, shelf impact, brand awareness, and brand recognition.
Underpinning the Design
Refreshed Lay's global masterbrand logos
All the global logos were updated to strengthen the brand values of brightness, trust and quality, and to convey the inclusive personality of Lay's.
New proprietary typography
The new Lay’s font was designed to express the brand’s emotional attributes – cheerfulness, friendliness, and a positive attitude - while simultaneously optimizing its legibility and printability.
Empowering the product shot
The product shot is the hero of the package. It maximizes appetite appeal, communicating the product’s high quality, naturalness, and freshness. We developed a detailed design style guide to maximize Lay’s brand attributes such as light, crispy thin chips, while also supporting strong product, flavor differentiation, and uniqueness.
Energizing the background
The background treatment was enhanced to confer greater overall brightness on the packaging, while also facilitating the printing and production process for superior quality results.
Global consistency guidelines
Detailed guidelines were drawn up to facilitate coherent and consistent global developments of the logo, packaging system, photography, promotional packaging, co-branded packaging, limited edition packaging, and so on globally, across all regions and local markets.
Building Cross-Cultural Power
An important element of the project was to take brand consistency and brand stature to higher levels, thereby strengthening the global brand experience and brand power. DGI achieved this with a global design framework that builds in guided flexibility to leverage the Lay’s brand through consistent executional elements across geographies, markets, and consumers. The design framework provides simple rules for local market adaptations, whether for flavors that meet consumer expectations, insights, and habits, or to fill product gaps and exploit market opportunities.
A design strategy for portfolio differentiation
The new consumer-centric masterbrand approach drives brand equity while maximizing subline incrementality for effective visual differentiation of the 6 Lay’s platforms and for global design coherence and consistency within the new packaging system. Implementing it, we developed new design concepts for the following 5 sublines/platforms together with rigorous guidelines for further local developments.
Lay's Air Pops
Lay’s Air Pops potato chips are a tasty air popped snack with 50% less fat than regular chips. The Pops brand personality is airy and energetic, supporting the message that it is a healthier fun snack for all the family.
Stax has a unique fabricated chip format for a crisp lightness and melt-in-the-mouth taste sensation. Packaged in a stay-fresh canister pack, Stax is positioned as an on-the-go chip for moments of pleasure.
Lay’s Deep Ridged is a thick, substantial chip snack that goes big with a strong crunch and bolder flavors for the hungry young consumer. Its positioning celebrates the joyful experience of snacking for satisfaction.
A baked potato chip with 70% less fat than regular chips, Lays’ Oven is a thin crisp chip which is positioned as a fun yet sensible and therefore carefree choice that’s full of flavor straight from the oven.
Gourmet is a premium slow-cooked chip with a crunchier texture and interesting flavors that drive a more natural perception. Cooked in small batches with care, these artisan-style chips are presented as an indulgent snacking experience.