Lay's More Belgian Really Impossible

Food Package Design for PepsiCo Design & Innovation

In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay's brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay's launched two new iconic and localized flavors for the Belgian market.

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Download Press Kit № 149717 Food Package Design for PepsiCo Design & Innovation by PepsiCo Design and Innovation to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Lay 039 s More Belgian Really Impossible by PepsiCo Design and Innovation

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Food Package Design by PepsiCo Design and Innovation

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PepsiCo Design and Innovation Lay 039 s More Belgian Really Impossible

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PepsiCo Design and Innovation Food Package Design

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Lay's More Belgian Really Impossible Food Package Design Press Releases

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Lay's More Belgian Really Impossible Food Package Design Media Articles

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Unique Properties

In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.

Inspiration

Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.

Project Overview

Lay's More Belgian Really Impossible Food Package Design has been a Silver winner in the Packaging Design award category in the year 2022 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Image Credits

For design images and photos please credit PepsiCo Design and Innovation.

Silver Recognition

PepsiCo Design and Innovation was recognized with the coveted Silver A' Design Award in 2023, a testament to excellence of their work Lay's More Belgian Really Impossible Food Package Design.

PepsiCo Design and Innovation Press Releases

Our press releases on PepsiCo Design and Innovation and their work are made freely available for press members looking to add depth to their content. 50 press releases are now available for immediate access by journalists.

Lay's More Belgian Really Impossible

PepsiCo Design & Innovation Unveils Limited Edition Lay's More Belgian Really Impossible Packs

PepsiCo Design and Innovation Newsroom

Unlock a treasure trove of award-winning designs by accessing PepsiCo Design and Innovation Newsroom.