Clarity and boldness mark new Doritos global brand identity

摘要

A design that is flexible enough to accommodate regional preferences, yet rigid enough to ensure a harmonized identity across the globe: that was the challenge set before Hornall Anderson UK when PepsiCo's Frito-Lay division appointed the design firm in fall 2011 to create a new global brand identity for its popular Doritos-brand tortilla chips. According to Alastair Whiteley, creative director for Hornall Anderson UK, before the rebrand, international and U.S. packaging for Doritos had two disparate brand identities and multiple packaging variations. "We needed find a solution for this global brand inconsistency," he explains.