PROCESS
This project centered around the bold redesign of the Doritos bag as part of a limited-edition campaign aimed at pushing the boundaries of snack packaging design.Emphasizing boldness and innovation, the redesign introduced a striking visual system that broke away from traditional snack branding, delivering strong shelf impact and cultural relevance.The final outcome amplified Doritos’ identity with a fresh, edgy attitude while maintaining its iconic brand recognition.
DORITOS – BOLD DESIGNERS WANTED
# FFD4EA
C (0) M (18) Y (7) K (0)
# FFD4EA
C (0) M (18) Y (7) K (0)
Deliverables
Final Dieline with Artwork
Concept Statement
Brand Integration Sheet
Tools
Illustrator
Photoshop
BRAND RESEARCH
To begin my Doritos project, I started by researching the brand’s origins. I discovered that Doritos were first created in the 1960s at a Disneyland restaurant, beginning as a simple snack made from leftover tortillas. What started as a local offering quickly grew into a national favorite. As the brand expanded, Doritos became known for its bold corn chip flavors and adventurous seasonings that resonated with changing consumer tastes. Coupled with their iconic bright, solid-colored packaging, Doritos established itself as a globally recognized and beloved snack brand.
Doritos isn’t just about bold flavors—it’s about bold innovation. The brand consistently pushes boundaries by merging its passion for snacking with other industries. From Doritos-infused spirits to the concept of a “taco in a bag,” it embraces unconventional collaborations that surprise and delight. Doritos has also worked with artists to create packaging that reflects deeper cultural narratives, transforming the brand from a simple snack into a powerful statement of creativity and identity.
OPPORTUNITIES
"Doritos embraces boldness by encouraging consumers to 'Be Bold' and 'Challenge Everything' 'Showcase Your Greatness' by engaging fans as creators, and 'Make Your Mark' by shaping cultural trends."
CONSUMER MOOD BOARD
Doritos has a broad consumer base, but its core focus is Gen Z—a generation that values bold flavors, interactive experiences, and cultural relevance. Through social media, creative collaborations, and engaging challenges, Doritos taps into Gen Z’s desire for authenticity, self-expression, and adventurous snacking.
PROJECT STATEMENT
"Design interactive Doritos packaging that brings the bold flavour of Nacho Cheese to life through playful and engaging elements."
COLOR STORY
My color palette is inspired by energy, passion, and innovation. Bold reds convey intensity and the thrill of challenge, while vibrant orange evokes exploration and creativity. A soft yellow adds a touch of curiosity and playfulness—perfectly capturing the essence of the Nacho Cheese flavor.
INSPIRATIONAL AUDIT
My inspiration comes from craftsmanship. I believe that handmade design fosters a stronger connection with consumers by creating a sense of authenticity, interaction, and emotional engagement. It’s this human touch that makes a brand feel more personal and memorable.
GRAPHIC IDEATION 1
During the ideation phase, I explored a variety of design directions, but my main focus was on making the Doritos bag more playful and interactive. I experimented with the logo, the chips, and even the structure of the bag itself—looking for ways to turn the packaging into a more engaging and memorable experience for consumers.
GRAPHIC IDEATION 2
GRAPHIC IDEATION 3
STEP 1
STEP 2
STEP 3
STEP 4
The next step was creating a unique folding tutorial. Unlike traditional origami guides that follow rigid instructions, I designed a more playful and bold experience for consumers. The entire process includes just four simple steps, with users revealing different colored triangles at each stage. As they progress, a sense of discovery builds until finally, they unfold a golden Nacho Cheese chip!
FINAL DIELINE DESIGN
I incorporated the playful folding concept as the core of my design and built the dieline around it. Consumers can follow the four-step tutorial printed on the back of the bag, or scan a QR code for a more detailed guide and a preview of the final folded result. The dieline itself features visual cues and effects that highlight folding and stacking, enhancing the interactive experience. This dynamic layout not only adds functionality but also brings the bold flavor of Nacho Cheese to life through movement, color, and form.
After exploring many different ideas, I chose to focus on the concept of origami. I tested this approach using Nacho Cheese Doritos packaging to ensure it was both functional and feasible. The result was a beautifully folded triangular piece that not only reflects the iconic chip shape but can also be stacked together—adding a fun, interactive twist to the snack experience.
