Great post from our friends at BrandNew on the redesigned Baked Lays packaging. Check it out here. Images from Twig & Thistle.
Additional details about the design was sent in by Hornall Anderson and Frito-Lay:
"We at Hornall Anderson partnered with Frito-Lay to redesign & package its Baked! product line to specifically target women looking for a healthier alternative in the snack aisle. We carefully evaluated the shelf set in the chip aisle, women centric products in grocery and other categories, color palettes to determine just how to communicate “healthy” and/or “better for you.” We landed on a natural color palette of cream and brown as the primary and consistent link across the line of products. Appetite appeal was a core goal of the design. Yes, it must look healthy, but without taste sacrifice. It was primarily delivered through stellar product photography. The reproduction was a challenge since the printing requirement was Flexography, but the print and preproduction partners really pulled it off. The other factor for appetite appeal was the prominent display of the product logos (Tostitos, Lays, Cheetos etc). Whether, we as “designers” liked it or not, it became clear early on in testing that the brand logos (Tostitos, Lays, Cheetos, etc.) really do contribute to and impact the positive overall appetite appeal of the product. The packages have just recently hit the store shelves and are performing well according to our team at Frito-Lay. We certainly learned a lot, challenged our opinions, our perspectives and ultimately delivered a design that conveys Healthy and Delicious Snacking for women"
Share your thoughts on the redesign below.
