Canadian Packaging

Doritos gets new global brand and package redesign

Doritos new harmonized packaging a tasty treat outside and inside.


April 1, 2013
by Canadian Packaging Staff

Not to be outdone by its wetter cousin, Pepsi, the tasty Doritos chips have undergone a new global brand and package redesign that brand owner PepsiCo says will create a ‘global harmonization’ across the line.

Global harmonization was seen as the necessary step in the brand’s evolution, as until this time, Doritos had over 25 different design variations around the world.

Created by the design and branding agency Hornall Anderson out of its London, UK office, the team traveled around the world to see how the brand connected emotionally with its prime demographic audience—young adults and teens.

Hornall Anderson looked at sports, gaming, grooming styles, fashion and music which they applied to a design system to bring a more global look and feel to the Doritos brand.

The new look Doritos features a wider and cleaner package with a redesigned triangular logo moving with electric heat through the two “O’s” in the Doritos name. As well, the Doritos name is being presented with bolder lettering.

Says Doritos brand manager Taylor Jenkins: “We are thrilled with the new design as it is our first step towards embracing a unified global positioning for Doritos.

“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 actual campaign for Doritos uses “For the Bold” tagline, and is being pushed by the U.S. public relations firm Goodby, Silverstein & Partners.

Doritos is one of PepsiCo’s billion-dollar brands, and has a global market share of 39 per cent.

The new global Doritos rebranding was launched in March, 2013.

(Photo image is of the UK Doritos package.)






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