Project Overview

The brief challenged us to reimagine Doritos packaging through a lens of bold innovation and consumer impact. My final concept emphasized hyper-realistic textures, reflective surfaces, and experimental materials that transformed the bag into a storytelling object, one that speaks directly to Gen Z’s desire for self-expression, visual impact, and collectibility.

This project not only pushed my design thinking around brand storytelling, packaging, and material interaction, but also provided valuable feedback from industry leaders at one of the world’s top consumer brands.

Research

Product and Company

My main research objective was to understand the product market standing, history of the company, branding and identity, consumers and previous successful marketing strategies and campaigns.

Constraints & Brand Guidelines

Throughout the design process, I worked within a series of real-world industry parameters, including:

Doritos’ Visual Identity System
PepsiCo’s Design & Innovation brief
Regulatory specs and dieline limitations for chip packaging
Marketing and copy tone restrictions
Limited freedom to alter key visual brand elements