Lay’s

Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting •
Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting • Always deliciously distracting •

Always deliciously distracting

We partnered with PepsiCo Design & Innovation to refresh the logo and packaging design system of the world’s number one snack brand. Our objective was to spread joy and build brand love through a redesign that celebrates the iconic global identity of Lay’s while placing it squarely in contemporary culture.

Lay’s is a global powerhouse and a key growth engine of the PepsiCo portfolio. The most significant snack brand on the planet, you can find it in over 100 countries worldwide.

It’s been twelve years since Lay’s was last updated, and the objective was clear: modernize the pack with a look that broadens brand appeal while enabling Lay’s to continue its role as a worldwide beacon of happiness and joy.

In the ever-competitive and changing world of snacks, a successful redesign had to be disruptive at shelf while fostering quick consumer navigation, all while staying true to the iconic and beloved Lay’s spirit. The design had to create a clear point of difference beyond the shelf by adapting seamlessly to a broader design ecosystem.

Vault49 partnered with PepsiCo Design to develop a larger-than-life flavor expression to fit with the brand’s warm and playful personality. The refreshed product photography brings a natural feel to the ingredients, grounding all design elements with realism to drive authenticity.

The product shot has emerged as the on-pack hero, and the new top-down perspective mirrors how consumers celebrate food in their social media feeds.

The elevated Lay’s logo gives the pack a vibrant, contemporary, and robust feel. A reduction in overall size and tweaks to the “L” and “y” of the cursive font allowed us to center the logo. We introduced radiating rings to celebrate the magnetic pull the brand has around the world.

We had to ensure we created something that was authentically Lay’s, while also updating the brand for next-generation consumers. With more than two years of development, we crafted every aspect of the new packaging and visual identity to strengthen the iconic brand globally while considering regional design needs to connect with local Lay’s fans around the world.

Through the refreshed design, we celebrated the delicious brand flavors we all love.

The result is an impactful branding and packaging design system that is authentic and loyal to the core equity of Lay’s while expressing itself in contemporary design language and approachable visual imagery.

The modern look will appear on 115 packages covering more than 25 flavors, having already launched in the US and China, before expanding into more countries.

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