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Clarity and boldness mark new Doritos global brand identity

A simplified design with bold graphic elements to appeal to teens and young adults is launched for Doritos chip packaging, with flexibility to adapt to regional preferences.

Pw 52180 Doritos Jacked

A design that is flexible enough to accommodate regional preferences, yet rigid enough to ensure a harmonized identity across the globe: that was the challenge set before Hornall Anderson UK when PepsiCo’s Frito-Lay division appointed the design firm in fall 2011 to create a new global brand identity for its popular Doritos-brand tortilla chips.

According to Alastair Whiteley, creative director for Hornall Anderson UK, before the rebrand, international and U.S. packaging for Doritos had two disparate brand identities and multiple packaging variations. “We needed find a solution for this global brand inconsistency,” he explains.

Other goals were to activate the brand narrative, improve the relevance of the brand for today’s global consumer, and reestablish Doritos’ category leadership and cultural distinctiveness. The starting point for the project was an in-depth study of the brand’s core demographic—teens and young adults. This included observing shoppers in the retail environment, at stores in major cities around the world.

“Shopping environments and packaging expectations can be totally different across the globe,” says Whiteley. “Seeing how the brand functions around the world makes you realize the every detail is important. We sought to establish what was unique to Doritos and how to best achieve an emotional connection with their core demographic.”

The firm also analyzed key graphics trends in gaming, sports, beer, grooming, fashion, and music, from which it learned that “the Doritos target consumer moves fast,” says Whiteley. “We knew when it came to redesigning the packaging, every element needed to have a valuable, well-defined role. For the overall Doritos brand identity, there needed to be a clarity and a boldness that would resonate.”

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