November 5, 2019

POSTED BY

Jesus Ortega

CATEGORY

Frito Lays New Branding

new york branding sports graphic design studio

In Mexico they’re known as sabritas, Uk calls it Walkers, Egypt knows them as Chipsy, while Argentina frenchitas; Us here in the states call them Frito Lays. Not that the different name matters but they all have a fascinating taste and are a chip staple in their respective country. Throughout …

new york branding sports graphic design studio

In Mexico they’re known as sabritas, Uk calls it Walkers, Egypt knows them as Chipsy, while Argentina frenchitas; Us here in the states call them Frito Lays. Not that the different name matters but they all have a fascinating taste and are a chip staple in their respective country. Throughout the past months, we have been noticing a change in the Lays chips bag packaging and just last week we encountered the official press released of Lays new branding.

Founded by Nashville entrepreneur, Herman Lay, Lays was established in 1963. What was once sold out of the trunk of Herman Lay Ford Model A car, Lays is now the category leader in chips controlling nearly 60 percent of the U.S. potato chip market. As mentioned earlier, Lays changed its logo and packaging. I guess they noticed how bad their logo was which gradients made it look like an intended sun or egg yolk. Not to mention that the packaging was boring and imagery was bad.

new york branding sports graphic design studio
Lays Logo Evolution

To being with, lays simplified the gradients of their logo and used different tones of yellow to emulate the gradient feel. Since the brand is already widely known, they decided to not change it and rather modernize it by simplifying type and color. The new logo has a cleaner type and is visually appealing. The main change came in the letter Y, which has a pleasant script shape. Of course with a new logo, the packaging had to change as well. The packing has the most noticeable element change with monochromatic centric rings radiating from the circular logo. The imagery for each flavor was made visually appealing

Lays is following a strategy where it is empathizing its focus on the experience. With new packaging, they are encouraging their customers to take pictures with the new bag and share it for a chance to win a big prize. I like the change; I wouldn’t say its a great logo design but I do think its better than what they had. I would like to see how the new logo incorporates the substitute name for lays used in other countries. What are your opinions?

new york branding sports graphic design studio
Logo Before & After
New york branding sports graphic design studio
Packaging Before & After
ew york branding sports graphic design studio
Lays “Limon” Packaging: Before & After

New york branding sports graphic design studio

New york branding sports graphic design studio
Packaging for all flavors

All images ©Lays