Lay's Shapes

The previous package design was cannibalizing Lay's regular potato chips. The brand asked for a redesign that better communicated that these were a brand new kind of chip that came in unique shapes for a new snacking experience. I developed two design systems that were presented. One design used emanating background that emphasized the shape of the chip. The other design used a strong tone of voice for the lettering along with use of tone-on-tone pattern to differentiate the shape. Done in collaboration with Pearlfisher.