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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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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PepsiCo Design amp InnovationBrand Logo

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

Press releases tailored for Lay's More Belgian Really Impossible are available in the languages: English.

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

Explore the world of PepsiCo Design and Innovation through our press releases, designed for media members to use freely and enrich your content. Now available: Immediate access to 61 press releases for 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

Access PepsiCo Design and Innovation Newsroom for exclusive insights into distinguished design and laureled projects.