FDBusiness.com

Hornall Anderson creates new look for Doritos

 Breaking News
  • 2 Sisters and Standards in Poultry Processing Report Published The Environment, Foods and Rural Affairs Committee in the UK has published its report into 2 Sisters Food Group and Standards in Poultry Processing. The Committee launched an inquiry into 2 Sisters and poultry standards following the undercover footage released by The Guardian and ITN. The evidence sessions looked at the issues raised at the 2 [...]...
  • ADM Wins ‘Most Innovative Food Ingredient’ at Gulfood Excellence Awards Archer Daniels Midland Company has been awarded ‘most innovative food ingredient’ for its natural sweetening solution, Fruit Up® Fiber, at this year’s Gulfood Manufacturing Industry Excellence Awards. The awards recognize best practices and innovation within the food manufacturing industry value chain. Entries were judged on the additional value the innovations brought to developers, as well as [...]...
  • Bayn Europe Enters China Sugar Reduction Market Bayn Europe has signed a strategic framework agreement with Kong Wua Group in China, outlining the establishment of a R&D center for sugar reduction and production of sugar replacer solutions. Through the agreement, Bayn and Kong Wua will bring sugar replacer solution to the market to help tackle the sugar over-consumption social problems. “It is important [...]...
  • It’s Time to End Food Waste – White Paper Among the most interesting topics in the publication ‘It’s time to end food waste’ is a closer look at the psychology of food waste by Nina Waldhauer at the University of Wageningen. Waldhauer explains how “(…) the food sector business can create opportunities for reducing consumer-related food waste. It can be done in ways that acknowledge consumer´s goal [...]...
  • Orkla Sells K-Salat to Stryhns Orkla Foods Danmark has agreed to sell its K-Salat business to Stryhns, which is part of the Norwegian Agra group. The purpose of the sale is to concentrate Orkla’s activities on fewer categories. K-Salat has a product portfolio of salad spreads, mayonnaise, remoulade, dressings and potato salads in Denmark. Under the agreement, Stryhns will take over [...]...

Hornall Anderson creates new look for Doritos

March 17
11:11 2013

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.”

About Author

colin

colin

Related Articles



Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber





Subscribe Here



Advertisements