Lay's is beginning a new chapter in its history with the brand's most extensive visual revamp in nearly a century. The new packaging, available in Italy for a few weeks now, focuses on the potato's journey, from cultivation to packaging, and reinforces the narrative surrounding the quality of its ingredients.
The project, developed by the PepsiCo Design & Innovation Centre, retains the brand's most recognisable elements, starting with the yellow sun and the red ribbon, but places them within a more contemporary and internationally uniform graphic system.
The logo has been redesigned with a dedicated font, while the new "Lay's Rays"—rays radiating from the brand—reflect the sun and the agricultural aspect of production. The color palette has also been expanded, incorporating hues inspired by the recipes and ingredients of the various products.
The packaging's background evokes harvest crates and picnic tables, with surfaces that mimic wood grain. Product images become closer and more detailed, aiming to highlight the chips' color, texture, and seasoning.
The rebranding responds to a dual need: to increase Lay's visual consistency across different markets and to emphasize the connection with the raw materials. This is an aspect that the brand intends to transform into a distinctive element, recalling that the chips are made with potatoes grown on farms and subjected to a production process designed to preserve their flavor and characteristics.
"It's more than just a packaging change," explained Alexis Porter, Vice President of Global Marketing for Lay's at PepsiCo. The new identity aims to connect the brand's heritage with current consumer expectations, who are increasingly concerned about ingredient sourcing and product transparency.
