Tostitos Re-Design Brand Book

TOSTITOS

process book by mary lim

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contents

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introduction design brief process moodboards stage 1 stage 2 stage 3 final concept conclusion

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introduction This process book documents each stage of my re-design project for my Human-Centered Design course at the Kansas City Art Institute. Over a six-week period of analyzing and refinining, the project concluded with a guest critique led by art director, Andrea Morris from DMH Studio. In keeping with the company’s image and philosophy, the design had to be an existing brand in a grocery store that has at least three varieties.

It was also required to use one primary mode of appeal to target a specific audience.

From research and inspiration to the final concept in context, all steps along the way can be found within this book. Still, due to limitations of space and for the sake of time for viewers, some iterations have been edited out.

If you would like to see more of my process for all my designs, visit my blog @ mary-lim.blogspot. com. You can also see my portfolio @ behance. net/marylim.

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design brief

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the brand Frito-Lay’s believes in “good fun—from making tasty snacks to get your party started to taking care of our 50,000 employees who know how to find the fun in everyday challenges. As a proud member of the PepsiCo family, Performance with Purpose is what we work to achieve every day. And to us, that means creating the high-quality snacks our fans deserve, while caring for our people, communities and the environment we share” (frito-lay.com).

the product Three dips and salsas of Tostitos were redesigned: Chunky Salsa Medium, Zesty Bean & Cheese Dip, and Creamy Spinach Dip. The containers come in larger sizes, however, I used the standard size, the 15.5 oz.

the design To create a sense of belonging and community with a fun, energetic design that appeals to ethos for health-conscious individuals who enjoy .

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process INGREDIENTS: the three stages of development, including inspiration, sketches, pattern studies, and iterations of the final product

moodboards

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THE WILD

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THE HEALTH CONSCIOUS

“The Wild” and “The Health-Conscious” are two personas the packaging was based on. “The Wild” utilized bright colors with high contrast to give it a party-like atmosphere. “The Health-Conscious” was geared more towards natural colors.

These two personas and aesthetics were combined to create a design both conveying freshness and energy.

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stage 1 The left image shows preliminary sketches based on modes of appeal (pathos, logos, ethos). Different materials and containers were used in the sketches to experiment which would work best with the product; a design that would be convenient for the consumer, as well as the most economic.

The digitized versions show exploration of typography and layout. Still, at this stage it looked too formal. The design should both look fun and credible.

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stage 2 Here are a couple of pattern studies that convey liveliness and energy. One is clearly painted, showing the brush marks, the other has painted shapes that are repeated, and the last is a digitized version of the second.

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Images on the right show the patterns roughly mocked-up to see how it would look against the Tostitos logo on a package that would wrap around the container.

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stage 3

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The shapes of the ingredients seemed to work best with Tostitos as a fun brand and as a healthy one. It seamlessly conveyed both ideas, through pattern-making and in its simplicity. Pictured on the right is the first iteration of the final design.

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final concept INGREDIENTS: dieline files, studio shots, in-context photographs

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Lively, fresh, energetic: three key words that describe this package for Tostitos dips and salsas.

Each flavor has its main ingredients as the pattern on the outside, making it clear to the viewer what is inside. In regards to the container itself, the opening is wider, allowing for people to dip easily and mess-free. The wrap-around design mimics packaging for instant meals and yogurt, giving it a more sophisticated feel. Still, the designs are friendly and exhibit vigor.

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conclusion

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The overall packaging works on many levels, in terms of convenience and creating an image. It caters to the consumer with a wider opening, and it also conveys both sides of the spectrum, from energetic to healthy and credible. The ingredients are fully visible on the package, and the design invokes the feeling of a substantial meal.

The packaging also works with the Tostitos logo, incorporating the feel of the typography and the shapes that make up the ‘i.’