Lay’s Potato Chips
The design challenge was to communicate that Lay’s potato chips are made with simple ingredients. By putting the craft details back into the brand identity, our Banner Sun logo once again enhances the equities of the Lay’s brand, shining warmly on the potato-to-chips product presentation.
As a billion-dollar global brand, it is critical that we keep all the powerful visual equities that Lay’s is known for and refine them in tune with the current positioning. The design solution had to accommodate a variety of localized brand names, languages and flavors. The new design was extended to more than 25 countries, increasing sales by double digits.