Shikatani Lacroix Refreshes Tostitos Packaging with Fun Shapes and Colors

PepsiCo Foods conducted research with the use of eye-tracking to establish what was appetizing to consumers. Only one in four consumers agreed that Tostitos packaging was attractive. Surprisingly, the look and feel of the Tostitos packaging had not been updated for almost 10 years, until now!

Shikatani Lacroix Design has refreshed the Tostitos packaging design to help reflect its brand equity as the “recipe for a good time.

PepsiCo established the new design had to embody the brand purpose to “enjoy the good times,” while showcasing the Tostitos brand personality – social, relaxed, welcoming and uncomplicated. The design had to clearly differentiate the line-up, deliver brand equity messaging, and SKU differentiation at shelf, while communicating the benefits of Tostitos products.

With numerous design possibilities, the design team faced a few challenges along the way. The six design concepts explored the differentiation in the hierarchy of communication­­­­ – shape versus flavor.

The final package designs allow the window to highlight, differentiate, and have fun with the chip shape, while the color of the bag is influenced by the chip flavor. The new design is representative of the Tostitos brand essence and ensures it is prominent and recognizable on shelf. The 17 SKUs are now available in market.