Wherever major cultural events happen, PepsiCo brands can be found making a unique mark. After two decades together, reggaeton duo Wisin & Yandel announced their final tour, and Doritos wanted to play a part in marking this historical moment in the performers' career. So, the Design Team at PepsiCo Design and Innovation created a Visual Identity System (VIS) and Limited Time Offer (LTO packaging) to pay tribute to Wisin & Yandel and this milestone musical event.
The Doritos W&Y packaging reflects this pride, as the proud red, white, and blue colors of the Puerto Rican flag adorns the background of the design. A stylized black and white photograph of Wisin & Yandel is centered on the pack, adding a nostalgic touch alongside text promoting "La Última Misión" World Tour. The angular Doritos logo is prominently featured, adding a bold touch that perfectly matches the vibrant energy of the group's music.
This design stands out from others in its category due to its unique cultural tribute. By incorporating elements of Puerto Rican heritage and the iconic imagery of Wisin & Yandel, the Doritos W&Y packaging captures the attention of fans and consumers alike. It not only serves as a functional food packaging but also as a collector's item and a symbol of the duo's legacy.
The Doritos W&Y packaging has been recognized for its excellence in design. It was awarded the Iron A' Design Award in the Limited Edition and Custom Design category in 2023. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The Doritos W&Y packaging is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive feelings, and contributing to a better world.
With its vibrant design and cultural significance, the Doritos W&Y packaging is a testament to the power of design in capturing the essence of a musical event and creating a lasting impression on consumers.
Project Designers: PepsiCo Design & Innovation
Image Credits: PepsiCo Design & Innovation
Project Team Members: PepsiCo Design & Innovation
Project Name: Doritos W and Y
Project Client: PepsiCo Design & Innovation