We were tasked by the Doritos team to create a visual identity system that unleashed the global power of Doritos. Developing a breakthrough future-forward look and feel for the brand that better activates the Doritos brand narrative.
Key to success was re-establishing category leadership through consistent branding and visual architecture whilst still allowing for cultural distinctiveness facing into the individual nuances of the international and US markets.
Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.
To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.
Around the world in 14 days. We travelled to 4 countries, the UK, Turkey, Mexico and the USA to really get under the skin of what makes the adrenaline-charged target audience tick.
We want to light the fire in the bellies of those who want to push the limits.
We created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.
Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.
By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.
The new Doritos spark has been designed to encapsulate the brand narrative, conveying boldness, youthful irreverence, intensity and dynamism.
The spark icon brings the brand metaphor to life, echoing the iconic shape of the chip and the "D" of Doritos.
Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.
We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.
Care and attention are also paid to the craft of the BOP, using energy, packed graphics and tone of voice.
A bespoke illustrative and energetic photographic style was created to engage those looking for heightened sensory experiences from their snacks.
Pepsi-Co’s most successful global launch with a 6% sales uplift. Also, and perhaps most insightful, the product was chosen by the US Police Department as a free product to be given out to festival goers at the first legalised cannabis music events with labels attached explaining how to stay safe at the event. Confidently proving that the brand truly connects with its target consumer.
A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.
We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.
Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.
Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.