Service
Branding,
Art Direction
Package Design
Year
2024-2025
Lay's '25 Rebrand
Lay's largest rebrand in nearly a century focuses on celebrating its farm-grown roots, featuring a new, modernized logo, illustrative assets, enhanced potato-forward photography, and ingredient-inspired colors, alongside commitments to remove artificial flavors/colors and incorporate better oils in some products, all designed to connect with consumers about the brand's authentic, quality ingredients.
Agency
Chase Design Group
The Problem
The decision to rebrand was primarily because a significant portion of consumers (42%) didn't realize their chips are made from real ingredients, prompting a push to emphasize natural ingredients, heritage, and quality through updated packaging with close-up photos, a refreshed logo, and a commitment to removing artificial flavors/colors, aiming to feel more modern and authentic.
The Solution: Rooted In Real
The strategy was simple, to remind consumers that Lay's chips have been and always will be made from real food and real ingredients. Our logo represents the sun, the nourisher and grower of all food, our illustrative rays emanate from the sun and add a level of excitement and joy throughout visual communications, and our wood table texture gives us a real-world analog to help reinforce our message of "Rooted In Real". In addition to that, we also did a full overhaul of food and lifestyle photography, all of which tie back to strategy in making things feel elevated but also natural .
The Results:
Though the rebrand is still in the early stages of being launched, the consensus is that it is a major success. It has been praised by experts as a "masterclass" in brand strategy for revitalizing the classic brand by emphasizing "real potatoes," removing artificial ingredients, updating packaging with a warmer look, and reconnecting with consumers through transparency, leading to potential sales boosts and stronger brand loyalty. The redesign successfully balanced heritage with modernity, addressing declining loyalty and market share by focusing on authenticity and cleaner ingredients, aligning with consumer trends for healthier, more transparent products.
