- Potato chip brand Lay’s has updated the visual identity of its signature potato chips to better highlight the product’s ingredients.
- According to the company 42% of consumers are unaware that Lay’s potato chips are made with real potatoes. Among the new design elements are a backdrop that positions the potatoes and other ingredients against wood grain slats in a nod to the farm crates that transport the signature ingredients.
- The new package design also extends the beams of light, known as “Lay’s Rays,” to draw further attention to the sun that provides the life for the potatoes’ growth. In some cases, such as on retail displays, the sun rays were made using a potato stamping process.
The redesign comes as Lay’s is reformulating its product to better address evolving consumer food preferences. For instance, by the end of the year, the brand’s entire portfolio will contain no artificial flavors or colors. In addition, the brand’s Baked version of its chips and other products will be made with olive oil, which delivers 50% less fat than regular potato chips. The brand’s Kettle Cooked chips will also be made using avocado oil.
Along with the focus on ingredients and the extended Lay’s Rays, the brand refresh also includes the debut of a new custom typeface and a more refined color palette, complementing the brand’s signature yellow. (Among the new colors are “savory red,” “hickory brown” and “pickle green.” Finally, the chips themselves will be showcased via vivid close-up photography that highlights their color, texture and seasoning.
