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Doritos Graphics Go Global

Doritos Graphics Go Global

To help Doritos harmonize their global brand, Hornall Anderson traveled from its Seattle base to cities across the world. The brand identity firm wanted to see how Doritos was shopped and discover the key to finding an emotional connection with teens and young adults - Doritos’ demographic core. “The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role,” says Ali Whitely, Hornall Anderson UK Creative Director. “We considered everything from photography, tone of voice and visual personality to create a bold and inspiring look and feel. The new identity and package design brings to life the emotional equities of the brand and what it means to the consumer.” Colors, photography, logo and the proportions of the graphic elements were all designed to create an integrated and globally deployable visual translation of the brand and its purpose: “Ignite You.”
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