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Lay’s Licensing Style Guide

Creative freshness guaranteed


We partnered with PepsiCo Design & Innovation to produce the first Global licensing style guide for Lay’s chips. We were challenged to create a comprehensive style guide including brand guidelines, graphic artwork and design inspiration leveraging the Lay’s brand identity in an authentic way, whilst incorporating trend direction. We split the guide into six themes, based on trends that were current and relevant for the brand, but also timeless, so that the guide could be used for years to come.


The designs are intended primarily for a millennial consumer (M/F, ages 18-35) across a variety of licensed products with a heavy focus on casual, fashion apparel & accessories. Lay’s is a global brand with a lot of history, so we tapped into nostalgia by repurposing heritage assets to really highlight the aspirational brand goal – to be iconic. Alongside this we created a whole kit of over 70 vibrant and joyful graphics that reflected the Lay’s brand purpose of the magnet for enjoyment.