Frito Lay’s Sunchips product had seen a loss in sales after their previous design change and were looking to evolve the design to regain some footing. Equities from the previous design that were working, such as background color, were re-integrated. Rather than simply a graphic sun shape, a more conceptual approach was taken. Inspired by consumer photography which showcased light emanating from within the bag itself, the glowing orb of sun in this design affects other elements on the package for a more cohesive approach. Photography FPO.

Frito Lay’s Sunchips product had seen a loss in sales after their previous design change and were looking to evolve the design to regain some footing. Equities from the previous design that were working, such as background color, were re-integrated. Rather than simply a graphic sun shape, a more conceptual approach was taken. Inspired by consumer photography which showcased light emanating from within the bag itself, the glowing orb of sun in this design affects other elements on the package for a more cohesive approach. Photography FPO.