IMAG!NE Snacks: A New Approach to Snack Packaging

PepsiCo Design & Innovation's Award-Winning Packaging Design

The design of IMAG!NE Snacks is a refreshing departure from the traditional snack packaging, which often relies on cartoon characters or kid-writing fonts. Instead, PepsiCo Design & Innovation has chosen to visually express a hand-made aesthetic, aiming to appeal to parents first, while ensuring that children also enjoy the packaging.

The unique properties of the IMAG!NE design lie in its playful and spontaneous aesthetic. All visual elements, including a full typeface, were crafted from construction paper and scissors. The hand-made lettering and layouts extend beyond the packaging to display cases, the brand's website, and other brand materials.

One of the most distinctive features of the IMAG!NE design is its extension to the shipping boxes. These boxes offer opportunities for children to let their imaginations run wild and create new worlds out of cardboard, embodying the brand's ethos of re-thinking snack foods and re-imagining snack time.

The IMAG!NE design was awarded Silver in the A' Packaging Design Award in 2019. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The designs are admired for their strong technical characteristics and splendid artistic skill, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.

In conclusion, the IMAG!NE Snacks design by PepsiCo Design & Innovation is a testament to the power of creativity and innovation in packaging design. It not only challenges the norms of snack packaging but also provides a platform for children to engage with the product beyond its primary use, truly re-imagining snack time.