Snack food Doritos is relaunching to broaden its market across Europe with new packaging designed by Landor Associates in London. The new irreverent packs are intended to further penetrate the youth market, according to a Landor spokesman. The consultancy reviewed the pack’s colour scheme, typography and iconic cornchip symbol. The new design features bolder, italicised and bigger type, ‘to communicate a friendlier, less austere character’, says the spokesman. The brand has been the market leader across Europe since its 1994 launch. The new look will appear on shelf in the UK this month and will then roll out on the Continent.

This identity featuring live action treatment was created by 4i with gunpowder explosions. The image is intended to symbolise Initial Film and Television as a production company which ignites and fires the imagination. Initial managing director Malcolm Gerrie describes the work as a cross between Mission Impossible and a Prodigy video. Initial is owned by Broadcast Communications and the image, which went live this week will also appear in print.

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