(* Sources: Euromonitor, Kantar World Panel)
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.
Our work responded specifically to three challenges for the brand:
The project proceeded in specific interlinked stages from strategic platform development to market validation:
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.
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.
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.
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.
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.
Detailed guidelines were drawn up to facilitate coherent and consistent global development of the logo, packaging system, photography, promotional packaging, co-branded packaging, limited edition packaging and so on globally, across all regions and local markets.
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.
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.
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.
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.
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.
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”.
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 anywhere.
Lay’s Twists, Snaps, and Crisps were launched on a trial basis in three parts of India including Delhi, Haryana and Uttar Pradesh. The chips were available in three shapes and two flavours.