The designs, which include a new logo, are shown across packaging for all the Doritos markets including the UK, US and Mexico, with the work carried out by Hornall Anderson’s UK office.
Ali Whitely, Hornall Anderson UK creative director, said, “The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role. We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel.”
The consultancy initially carried out research through the Doritos core demographic of teenagers and young adults, visiting cities world-wide to analyse “key graphic trends in gaming, sport, grooming, fashion and music”, added Hornall Anderson.
The new branding uses flexible design elements that can be adjusted for each of Doritos’ global markets, Hornall Anderson says, though the colours, product photography and the new logo will be used throughout.
For the UK market, the pack designs focus on the ‘sharing occasion’ brand positioning, according to the consultancy, so designs were created that ‘deliver a strong association between chip and dip’, encouraging customers to purchase both from the Doritos range.