LAY'S® POTATO CHIPS

BRAND

Wherever celebrations and good times happen, the LAY'S® brand will be there just as it has been for 25 years in Thailand. With flavours almost as rich as its history, there's always a chip or crisp flavour guaranteed to bring a smile on your face.

CONCEPT: CELEBRATING 25 YEARS OF FUN

To celebrate LAY'S® 25th anniversary, we focus on 25 years of fun time together. We bring the energetic spirit of the brand into its product and excite LAY'S® fans with new packaging designs and new flavours.

CAMPAIGN ICON

Designed to be simple, vibrant and playful, this campaign icon adapts to different colours based on flavour profiles to blend seamlessly with the packaging design.

Colour changes according to flavour profile.

Colour changes according to flavour profile.

Color is consistent to shade of red in LAY'S® logo.

Classic flavour

Seaweed flavour

BBQ flavour

Kochujang Seaweed flavour

Mala BBQ flavour

PACKAGING DESIGNS FOR CORE FLAVOuRS

Existing Lay’s packaging designs are refreshed with celebratory elements, while keeping the flavour color, potato chips visual and food shot the same to maintain flavour recall.

PACKAGING DESIGNS FOR NEW FLAVOuRS

For the launch of the new products, more intense colours are used in the celebratory elements to reflect the rich flavours - Mala BBQ hotpot flavour and Gochujang Seaweed flavour. Cultural elements, such as Korean traditional costume and Chinese chilli pepper, are integrated into the illustration to reflect the flavour inspirations.

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THE STRANGELY OBJECTIVE MART BY PAIGE LEE