Lay's More Belgian Really Impossible

Lay's More Belgian Really Impossible is a limited edition packaging design for potato chips sold in Belgium. The packaging presents two new local flavors developed with Brussels Ketjep. Belgian consumers were invited to submit design concepts with a strong local character, and the two most voted concepts were featured and credited on the packs. The approach responds to a snack market in which local brands offer relevant flavors and claims. The design aims to retain current buyers of the Lay's brand and to attract new ones.

Lay's More Belgian Really Impossible Food Package Design by PepsiCo Design and Innovation has been featured as a creative representation of communication design by the A' Design Awards. Lay's More Belgian Really Impossible Food Package Design received the Silver A' Design Award in Packaging Design in 2023. The A' Packaging Design Award is a highly prestigious international design competition which honors excellent design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.

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