The Frito Lay “Flat Earth” Team were looking to evolve their packaging design to communicate more clearly (the previous bag was too cluttered) and give the benefit (e.g. one half serving of veggies) a more prominent role. Maintaining some previous equities was a requirement, for example the blue sky, the logo (or some variation) and the use of red. In this evolution, the design takes its aesthetic cues from vintage seed packets creating a natural reference to gardening and the earth. The “1/2” portion of the “one half serving of veggies” benefit is conceptually illustrated around the snipe, making it a central part of the design and a more primary read. Photography FPO.

The Frito Lay “Flat Earth” Team were looking to evolve their packaging design to communicate more clearly (the previous bag was too cluttered) and give the benefit (e.g. one half serving of veggies) a more prominent role. Maintaining some previous equities was a requirement, for example the blue sky, the logo (or some variation) and the use of red.


In this evolution, the design takes its aesthetic cues from vintage seed packets creating a natural reference to gardening and the earth. The “1/2” portion of the “one half serving of veggies” benefit is conceptually illustrated around the snipe, making it a central part of the design and a more primary read. Photography FPO.