Tasked with helping Doritos harmonize their global brand, we visited cities across the world to see firsthand how the brand was shopped and to discover the key to creating an emotional connection with its core demographic of teens and young adults. We immersed ourselves in their visual world, analyzing key graphic trends in gaming, sport, grooming, fashion and music, among others. Then we translated our consumer insights into a visual identity system that could unleash the global power of the iconic Doritos brand.
When it came time for the global package redesign we needed a solution flexible enough to address varying cultural requirements while still consistently leveraging the key equities of the brand on pack. Colors, chip photography, logo and the proportions of the graphic elements were all designed to create an integrated and globally deployable visual translation of the brand purpose: Ignite You.
"We are thrilled with the new design as it is our first step towards embracing a unified global positioning for Doritos,” said Taylor Jenkins, Doritos Brand Manager.