Lays Deep Ridged Spicy Flavor LTO 2024

Lay's Deep Ridged Spicy Flavor is a packaging design created for two limited edition snack flavors sold in China: Spicy Hot Strip and Spicy Stinky Tofu. The packaging was made to reach young consumers who look for a relaxed snacking break. Bold and energetic visuals state the spicy taste clearly. A playful mouth illustration sits at the center of the design. Dynamic food photography shows the two flavors at full strength. The result gives the limited edition range a lively and easily recognized identity.

Lays Deep Ridged Spicy Flavor LTO 2024 Food by PepsiCo Design and Innovation was featured as an exceptional illustration of communication design by the A' Design Awards. Lays Deep Ridged Spicy Flavor LTO 2024 Food won the Bronze A' Design Award in Packaging Design in 2025. The A' Packaging Design Award is a juried, academic and highly prestigious design recognition program which recognizes outstanding design of bottles, boxes, cans, pouches, tubes, cartons, wrappers, bags and more.

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