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Lay’s Strong

Client: PepsiCo

Year: 2011

Country: Poland


Food & Confectionary


At the conceptual stage of our work (graphics and naming) we analysed Scoville’s spicy heat scale, which defines the sensory power of spices and the amount of capsaicin responsible for the degree of heat in taste.

Unlike many salty snacks, Lay’s Strong’s concept is based on the gradation of spice, not the flavour variants. Clear infographics of piquance (like in a dashboard of a sports car), expressive names and “masculine” graphics are key elements of the series packaging. Lay’s Strong identity remains consistent with the umbrella brand but at the same time, very different from the main brand’s portfolio design.


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