Lay’s is, with more than 80 years of experience, one of the world’s most recognized snack brands. The constant expansion of its product range and its high quality make it the respected and successful global brand that it is today.
Lay’s looked to enter the premium segment by creating a new range with a higher quality product that would appeal to both regular consumers and those looking for a more sophisticated option.
It was necessary to create a concept for this new range and to translate it into a pack that would match the new product.
The design had to be able to elevate the perception of the product and generate a unique consumer experience, but without taking it too far away from the established and signature imagery of the Lay's mother brand.
We opted for an opaque pack with a predominantly black colour and metallized finishes to distinguish this new premium range without separating it from Lay's core range and to ensure optimum conservation of the product.
The design was inspired by gourmet graphic codes from other categories and transferred to the world of snacks, radically breaking away from their usual practices.
As in other cases, sophistication means simplification: we opted for sober graphics in which the brand identity was applied in golden tones to enhance the gourmet positioning of the product.
The range name was depicted in white with a neat Roman calligraphy, which brought a certain classicism and craftsmanship that helped to evoke the attributes of this new variety and moved away from the typical flashier designs on the market.
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