Global Redesign Focuses on Authentically Inspired Snacks
Off the Eaten Path is targeted to women ages 40-50, who take on new experiences with honesty, enthusiasm and authenticity. It was a collaboration between internal Pepsico Design team at Frito Lay and creative agency, Chase Design Group to redesign the natural snacks packaging.
The brandmark redesign revolves around the inspirational themes of journey and discovery. A blending of sans-serif and hand-lettered script typography with directional arrows are used to represent guidance. The tagline: “Snacks for the Curious,” reflects the mindset of female consumers.