A Sneak Peek Behind Lay’s Redesign

A new look for the potato chip bags will be unveiled next week.

September 20, 2019

PLANO, Texas—For the past two years, Frito-Lay has been redesigning its Lay’s chip line, Ad Week reports. While Lay’s has been leading the category for years, there have been a number of up-and-comers making chips. Worldwide, potato chips bring in $29 billion, with a projection of hitting $35 billion by 2024.

To stay relevant in today’s ultra-competitive marketplace, Lay’s will reveal the new designs next week. The line has 25 flavors, as well as variations, such as less sodium or reduced fat, for each flavor. The company also didn’t want to disappoint its fans, so, it took “some time to get that right,” said Sadira Furlow, vice president of marketing.

Lay’s tapped its fans as part of the redesign, assembling a “tribe” of people who gave feedback. “The process is built around prototyping, testing, prototyping,” said Richard Bates, vice president of global brand design. “[If] you try something, it doesn’t have to be perfect. You test it with a consumer. You learn from that. You iterate. And you do that as many times as makes sense.”

The result is simple yet striking. “It was very important to make sure that our brand architecture told a story [that] was very simple,” said Jon Guerra, senior director of design.

The chips needed to be easily distinguished on the shelf, as well. “If you go to any [store] and see the assortment that’s there, there are a lot of choices,” Furlow said. The bag must “enable you to make a decision in a split second.”