Lay’s

Visualizing a brand platform

To create the first-ever global visual identity for Lay’s, PepsiCo partnered with Safari Sundays. With the task of visualizing the brand platform of “Brighten your Day,” we leveraged the universally positive potential of yellow – the brand’s core equity to create an uplifting bold, and vibrant system. In order to ensure global relevance, we partnered with Malika Favre to create a universal illustration style where everyone, everywhere could take part.

The design system spanned permanent to temporary touchpoints in order to allow for seasonal campaign expression like summer days, and limited edition packaging showcasing classic summer moments.

Scope: Visual Identity, Global Design Assets, Brand Toolkit
Scope: Senior Designer, Safari Sundays (Phase 1)
Design Contributors: Adam Walko, Cyrus Blais, Nick Corey
Illustrator: Malika Favre