CE DESK 
Lay’s showcases its largest brand redesign highlighting natural ingredients, removal of artificial flavors, and a fresh farm-to-bag visual identity for health-conscious consumers.
For more than 90 years, Lay’s Chips has made its first ever brand redesign, ushering a new chapter in conscious snacking. The redesign illustrates Lay’s authenticity by composing its last artificial flavors, colors, and preservatives by 2025 and focusing on removing its artificial flavors, colors, and preservatives. Recipe updates include Lay’s Baked Chips which are made with olive oil and have 50% less fat and the new Lay’s Kettle Cooked Reduced Fat Original Sea Salt Flavored with Avocado Oil which has 40% less fat.
The new visual identity from Lay’s by the Design and Innovation team at PepsiCo illustrates Lay’s story from farm to bag by showing the journey of potatoes from family farms to the bag. The new packaging has a more refined sun logo with Lay’s Rays– inspired by sunlight which is essential in growing potatoes. Warm colors signify the new packaging while ingredient based colors are used to highlight the chips with rich texture and seasoning. The red ribbon confirms the chips are of Lay’s.
The redesign illustrates authenticity by removing artificial flavors and colors and offering the largest transparency in the brand’s history to effectively engage health-conscious consumers.
