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PepsiCo Doritos

New global brand and packaging design created for Doritos


By Stephen Lepitak, -

March 27, 2013 | 3 min read

PepsiCo brand Doritos has rolled out new packaging and an update to its identity as aims to create a ‘global harmonisation’ across the brand.

The design of the branding and packaging was overseen by global sesign and branding agency Hornall Anderson.

The UK team of Hornall Anderson researched the brand narrative and consumer experience for Doritos by visiting a number of cities around the world in order to discover how the brand achieved an emotional connection with its core demographic of teens and young adults internationally.

This included analyses of trends across gaming, sport, grooming, fashion and music, which were then translated into a design system and the creation of a tone of voice to bring Doritos to life globally, the agency explained.

“The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role,” said Ali Whitely, creative director of Hornall Anderson.

“We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel. The new identity and package design brings to life the emotional equities of the Doritos brand and what it means to the consumer.”

Working alongside the UK Doritos team, the agency considered the colours, product photography, logo and the graphic elements which were designed in order to create a more harmonious feel globally across the brand range including dips.

“We are thrilled with the new design as it is our first step towards embracing a unified global positioning for Doritos,” said Taylor Jenkins, Doritos brand manager. “Our design has been elevated to combine the global energy with social share-ability that we feel will break through with our core consumer.”

The packaging hit shelves in the US, UK and Mexico this month but is set to roll out across other countries in the coming weeks.

PepsiCo Doritos

Content created with:

Hornall Anderson

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