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Lay’s Crispens Up Its Logo & Packaging Designs For The First Time In 12 Years
By Mikelle Leow, 19 Sep 2019
Video screenshot via Lay’s
Lay’s has overhauled its potato chip bags and logo for the first time in 12 years. The new design language is a chip off the old block—the brand didn’t deviate too much from its original character. Rather, it’s been refreshed to appear more contemporary for the social media-using era.
First things first, the red and white Lay’s logo has been given a few modern tweaks, such as a reduction in size and a couple of typographical adjustments. It appears friendlier with a script-like, rounder typeface; the ‘y’, for instance, is now looped and the apostrophe has been softened.
Old packaging (left) VS new packaging (right). Video screenshots via Lay’s
The most prominent change to the brand, which might go under the radar for consumers, is that the food images featured on the potato chip bags are now depicted in a “top-down” angle rather than snapped from the side. Jon Guerra, senior director of design at Frito-Lay, tells CNN Business that the new perspective is a nod at the work of food photographers on social media, who tend to shoot their images from the top-down or in flatlay form.
The smaller logotype paves the way for a more spiffed-up packaging. Lay’s introduced a cheery set of rings that appear to “radiate” from the wordmark much like the sun does. The rings “celebrate the magnetic pull of the delicious chips loved around the world,” Frito-Lay tells Ad Age.
The refresh was an arduous two years in the making, as Lay’s had to consider building a universal language that works for all its 115 products spanning 25 flavor varieties. It also couldn’t stray too far from the joyful look and feel its longtime fans know and love.
The company also deliberated on the color vocabulary of the bags, as customers have grown to associate hues with flavors. When they want classic Lay’s, for example, they’ll look for a yellow bag. The color green brings sour cream and onion to mind, and black is remembered as the shade for Lay’s barbecue chips.
The global redesign will first make its way to the US, Canada and China before rolling out to other countries.
[via CNN Business, video and images via Lay’s]
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