New recipe, new packaging

The Frito Lay company had improved the Lay’s chips recipe, giving them a richer, more distinct taste. Dragon Rouge was commissioned to create new packaging for the chips in order to fully communicate their improved aroma. The design was to be like the new chips: unique, distinct and full of taste.

Appetising visualisations

We achieved this through focusing attention on creating extraordinarily appetising visualisations of the key flavouring ingredients, and expressing them on the entire package – the visualisations were given equal prominence on the front and side panels. On the front side an impact panel was placed with the trademark logo, an appetising composition of the ingredients and a taste descriptor.

Applied across markets

The results have received a strongly positive response, and are now being introduced to the next in line European markets.