Lay’s gets major rebrand in 100 years

Lay’s revamps its look and its recipes for the fist time in nearly a century.

“The new visual identity celebrates the humble, farm-grown potato — where every Lay’s potato chip starts — and heroes the ingredients that deliver the unmatched flavour consumers have always loved,” says Alexis Porter, PepsiCo’s vice president of marketing, global Lay’s.

Lay’s Baked and Lay’s Kettle Cooked chips are getting an ingredient update. Lay’s Baked will be made with olive oil and have 50 per cent less fat than regular potato chips. A new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40 per cent less fat than regular potato chips.

While the Lay’s logo has always featured a yellow sun, the design team made the sun warmer and more distinct. A refined colour palette was inspired by the ingredients of Lay’s recipes: pickle green, hickory brown, savory red and more.

“This redesign, the brand’s biggest in nearly a century, is a love letter to our origins,” says Carl Gerhards, PepsiCo’s senior director of design, global Lay’s. “With the new Lay’s visual identity, our team created a flexible design system that celebrates the brand’s famous flavours in countries around the world.”

Source: www.foodincanada.com