Lays Dungeons and Dragons
Lays Dungeons and Dragons is a food packaging design created for a range of potato chips. The packaging was released as a tie-in with the 2023 film Dungeons and Dragons, Honor Among Thieves, and was joined by an influencer kit. The design draws on the fantasy world of the film. The central figure of the campaign is The Potato, a character that appears in the film and is also a real potato. The theme links the story to the potatoes grown on more than 100 farms in the United States and Canada that supply the chips.
Lays Dungeons and Dragons Food Packaging by PepsiCo Design and Innovation was recognized as a creative example of communication design by the A' Design Awards. Lays Dungeons and Dragons Food Packaging was awarded the Silver A' Design Award in Packaging Design in 2024. The A' Packaging Design Award is an international, jury-voted, fair and ethical design award that honors excellent design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.
