This past March, Doritos rolled out a new look for many of its products that launched in the U.S., U.K., and Mexico, with a global rollout planned in virtually all the countries where Doritos are sold. While the brand previously had dozens of packaging variations in different parts of the globe, the new design creates a central packaging graphics architecture. This move towards a single package design is a trend that has been hot for quite some time and continues to spread across many segments of the CPG industry. Companies such as PepsiCo and Colgate-Palmolive have followed this trend in a variety of product categories, and the trend has basically become a full-fledged industry standard.
Doritos partnered with design firm Hornall Anderson to create this new, sleek and simple look that moves towards an even simpler design than its existing versions. The new design offers more negative space, more emphasis on color blocking and a more compressed lockup for the logo and variety.
OLD LOOK / LOGO NEW LOOK / LOGO