Hornall Anderson creates new look for Doritos
Doritos has partnered with branding and design firm Hornall Anderson to update its identity and packaging to create global harmonisation
Tasked with creating a breakthrough look and feel to activate the Doritos brand narrative in a highly consumer-relevant way, Hornall Anderson’s UK team visited many different cities across the world to see how Doritos was shopped and to discover how to best achieve an emotional connection with its core demographic of teens and young adults.
“The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role,” said Hornall Anderson UK creative director Ali Whitely. “We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel. The new identity and package design brings to life the emotional equities of the Doritos brand and what it means to the consumer.”
The firm said that colours, chip photography, logo and the proportions of the graphic elements were all designed to create a harmonious and globally deployable visual translation of the brand and the brand purpose: Ignite You.
Hornall Anderson also worked in tandem with the UK Doritos team to deliver the streamlined and effective new branding roll-out across that market’s entire product portfolio, including the full range of dips.
According to the design agency, in the UK the ‘sharing occasion’ is of particular importance, so the design had to deliver a strong association between chip and dip in order to encourage consumers to buy both together.
The end result is a look and feel for Doritos in the UK that is consistent with the global identity, while putting sociability at the heart of the brand.
“We are thrilled with the new design as it is our first step towards embracing a unified global positioning for Doritos,” said Doritos brand manager Taylor Jenkins. “Our design has been elevated to combine the global energy with social share-ability that we feel will break through with our core consumer.”
