Lays - Global Visual Identity System
Lays was looking to move away from the previous global positioning and instead take a more flavor forward approach. "Life Needs Flavor" was the catalyst for this vibrant and playful system. A major requirement of the project was to consider how it would work in all international markets which led to a predominately visual approach. The modular system allowed for visual story telling with flavor narratives at the forefront. Flavor stacks, micro/macro flavors in motion and emanating patterns amplified the flavor profiles of each pack. The client previously had never been able to show chips top down, however we were able to successfully achieve this, setting new standards for the future of brands product photography.
The client informed us that this was the most successful Global VIS ever produced.
International adaptation was seamless due to the flexibility of the system.
Agency: Vault 49 Role: Associate Creative Director