Package Designer Of The Year: The M2000 Group

Product: DoritosClient: The Hostess Frito-Lay Co.Package design firm: The M2000 GroupBackground:Research had confirmed Quebec required Doritos product formulations specifically for the Quebec palate and new or revised packaging to support the 'Quebec only' positioning - without compromising the national brand identity.Two...

Product: Doritos

Client: The Hostess Frito-Lay Co.

Package design firm:

The M2000 Group

Background:

Research had confirmed Quebec required Doritos product formulations specifically for the Quebec palate and new or revised packaging to support the ‘Quebec only’ positioning – without compromising the national brand identity.

Two flavors were eventually identified for a test in the province: Epices Mexicaines and Fromage Piquant.

The challenge:

To design packaging that would appeal to the Quebec market specifically, for two Quebec-only flavors, but still retain the existing Nacho Cheese and Cool Ranch overall look and design elements.

The design solution:

M2000 combined the required common elements with new distinctive ones as follows:

- strong brand identity through use of the Doritos logo;

- triangular shape for the vignette area;

- product photography;

- new typesetting that was consistent with Nacho Cheese and Cool Ranch;

- new and specific flavor icons;

- strong background colors, which were distinctive, but compatible with existing flavors.

The results:

It is too early to measure market share, but the flavors have been well-received by the trade and salesforce.