Lay's More Belgian Really Impossible

Lay's More Belgian Really Impossible is a limited edition packaging design for potato chips sold in Belgium. The packaging presents two new local flavors developed with Brussels Ketjep. Belgian consumers were invited to submit design concepts with a strong local character, and the two most voted concepts were featured and credited on the packs. The approach responds to a snack market in which local brands offer relevant flavors and claims. The design aims to retain current buyers of the Lay's brand and to attract new ones.

Lay's More Belgian Really Impossible Food Package Design by PepsiCo Design and Innovation was recognized as an innovative illustration of communication design by the A' Design Award. Lay's More Belgian Really Impossible Food Package Design was awarded the Silver A' Design Award in Packaging Design in 2023. The A' Packaging Design Award is an international, jury-voted, fair and ethical design competition which celebrates outstanding design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.

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