Lay's big new rebrand is a reminder that potato chips are made from potatoes

""I think what we're trying to do is really pay homage to the 300,000 farmers [who grow] the real potatoes that are in the product . . . really bring that forward, front and center, so that it's a feeling,""

""The story wasn't as sharp as we wanted it to be,""

""Some people, even internally, thought it was the chip [or] it was the potato.""

Lay's sells more than 200 potato chip flavors globally, yet only one package shows a potato. The brand's abstract red-and-yellow logo and constant exposure made Lay's a modernist brand, but only 42% of people realized Lay's chips are made from potatoes. In response to declining profits and heightened scrutiny of ultra-processed foods, Lay's launched a "rooted in real" potato-forward makeover. The redesign, begun two years ago by PepsiCo's internal design team, spans logo to packaging and aims to foreground the 300,000 farmers who grow the potatoes and clarify the brand story.

Read at Fast Company