I think I’m becoming obsessed with finding products at the grocery store to take pictures of.   While I was going up an down the aisles, I stumbled on these Baked Lay’s bags sporting a new design:

new baked lays packaging

new baked lays packaging

The announcement sticker on an old package of Baked Ruffles:

new baked lays packaging

old baked lays packaging

I only saw these designs at my grocery store, but after some research on The Internets, I discovered the entire line of Baked products is being redesigned.   From the FritoLay snack blog:

We redesigned the packages to improve their appeal to consumers looking for healthier products and to increase the snack’s visibility on store shelves.

I assume the new packaging coincides with the new Lay’s brand campaign:

Lay’s Classic Potato Chips America’s favorite potato chip has launched a new brand campaign with TV, print, and a redesigned lays.com. The campaign introduces a new theme line, “Happiness is Simple,” designed to celebrate Lay’s place in Americana and its role in bringing people together for life’s simple pleasures.

FritoLay is, of course, owned by PepsiCo.   The folks at Pepsi have been enjoying themselves lately, redesigning everything that isn’t bolted down.   Here is the entire Baked line from fritolay.com:

baked lay's

baked ruffles

baked doritos tostitos

baked cheetos

And from Twig & Thistle, the old packaging:

old baked packaging

The new packaging by Hornall Anderson is fantastic for several reasons.   First, the new packaging clearly pays homage to the previous design with the same general layout (“Baked!” at the top, product logo in the middle, product image at the bottom) and the sun burst.   Second, the new packaging is a simpler and more elegant execution.   By comparison, the old packaging looks crazy and is certainly not helped by the almost obnoxious sun burst, which in the new packaging is tastefully dialed-back.   Third, the new packaging has a greater cohesion across the several products.   While each product in the old package design followed the same basic layout formula, fonts, type treatment, and imagery were all inconsistent across each product (e.g. why aren’t the two Ruffles logos the same?).   The new packaging is more harmonious and consistent: all the product photos are spilling from the right, all the flavor text (“Original,” “Sour Cream & Onion,” etc.) is identical (except for the Cheetos flavor text).   Fourth, the new designs just make the product look and feel like a healthier snacking option than regular chips.

Terrific job.