DORITOS®, a brand from PepsiCo’s Frito-Lay division, partnered with branding and design firm Hornall Anderson (www.hornallanderson.com) to update its identity and packaging to create global harmonization and unleash the power of the iconic brand.

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 team immersed itself in the demographics’ visual world, analyzing key graphic trends in gaming, sport, grooming, fashion and music, among others. As all findings were distilled, the team translated the consumer insight into a design system and voice that could bring Doritos to life on a global scale.