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Lays Deep Ridged Spicy Flavor LTO 2024 Food

PepsiCo Design and Innovation Food Packaging

Lays Deep Ridged Spicy Flavor LTO 2024

Lay's Deep Ridged Spicy Flavor is a packaging design created for two limited edition snack flavors sold in China: Spicy Hot Strip and Spicy Stinky Tofu. The packaging was made to reach young consumers who look for a relaxed snacking break. Bold and energetic visuals state the spicy taste clearly. A playful mouth illustration sits at the center of the design. Dynamic food photography shows the two flavors at full strength. The result gives the limited edition range a lively and easily recognized identity.

Lays Deep Ridged Spicy Flavor LTO 2024 Food by PepsiCo Design and Innovation has been selected as an innovative illustration of communication design by the A' Design Award & Competition. Lays Deep Ridged Spicy Flavor LTO 2024 Food received the Bronze A' Design Award in Packaging Design in 2025. The A' Packaging Design Award is an international, juried, academic and meritocratic design recognition program that celebrates outstanding design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.

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