Off the Eaten Path: A New Wave in Packaging Design

PepsiCo Design and Innovation Triumphs with Plant-Based Snack Packaging

The inspiration behind the design was the target consumer group, described as aspirational, magnetic, and driven by an insatiable curiosity. This group's appetite for new and authentic experiences was the driving force behind the brand's development. By involving a select group of these consumers in the creative process, the Off The Eaten Path team ensured that every decision was centered around the consumer, resulting in a more authentic experience across every application.

What sets Off The Eaten Path apart is its unexpected blends of real vegetables like chickpeas, black beans, and peas. As the brand grew, it needed a unified visual identity to establish itself as the brand of choice among its target consumer group. The result is a packaging design that is as unique and innovative as the snacks it contains.

The Golden A' Design Award is granted to creations that reflect the designer's prodigy and wisdom. These are products and ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics. Off The Eaten Path's packaging design is a testament to PepsiCo Design and Innovation's commitment to these principles.

As the design notes suggest, the consumer was central to every decision. Real-time feedback from a small group of consumers was incorporated at every stage of brand development. This approach not only resulted in a more authentic experience but also ensured that the brand resonated with its target audience.

In conclusion, Off The Eaten Path's packaging design is a shining example of how consumer-centric design can lead to innovative solutions. The brand's success, marked by its receipt of the Golden A' Packaging Design Award, is a testament to the power of design in shaping consumer experiences and driving brand growth.