The Lay's brand, known for its popular potato chips, decided to challenge Belgian consumers to come up with design concepts that were "so Belgian" they would spark fun and capture local insights. The two most voted designs were featured on the #MoreBelgianisReallyImpossible limited edition packs. The creators of these designs were credited for their contributions and awarded 5000€.
This innovative approach to design was driven by the increasing competition in the global snack market. More local players have been introducing relevant flavors and product claims, making it crucial for established brands like Lay's to innovate and retain their loyal customer base while attracting new consumers.
In Belgium, Lay's decided it was time to launch new flavor innovations and try a new design approach. The brand partnered with Brussels Ketjep to launch two new iconic and localized flavors for the Belgian market. The result was a unique packaging design that resonated with local consumers and stood out on the shelves.
For their innovative approach to design and consumer engagement, Lay's was awarded Silver in the A' Packaging Design Award in 2023. The Silver A' Design Award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs are admired for their strong technical characteristics and splendid artistic skill, and they introduce positive feelings, amazement, and wonder.
This award-winning design serves as a testament to the power of consumer engagement in the design process. By directly involving Belgian consumers, Lay's was able to create a product that was not only authentically Belgian but also innovative and appealing to its target market.
Project Designers: PepsiCo Design & Innovation
Image Credits: PepsiCo Design & Innovation
Project Team Members: PepsiCo Design & Innovation
Project Name: Lay's More Belgian Really Impossible
Project Client: PepsiCo Design & Innovation