Lay’s global brand repositioning
The next era of the world’s No. 1 chip brand was built from basic ingredients: potatoes, oil, salt, sun, and the joy of bringing Lay's to you
The insight
Lay’s had a story it wasn’t telling
Lay’s is beloved and nearly everywhere. But with consumers increasingly looking for products with no artificial colors and flavors, we knew Lay’s had a story it hadn’t yet told. A story of real potatoes and real farmers.
Start with potatoes
Like Lay’s itself, we started with potatoes. We wanted potatoes to sit at the core of the brand. Some things were easy: The current bag didn’t even show potatoes (just “chips”), so we made the potato the hero. We also celebrate the farmers who grow our potatoes — many of them on small, family-owned farms — both on the bag and throughout Lay’s brand storytelling.
Infuse with light
We knew we wanted to also tap into a global tradition of joy shared across generations. So, we focused on the sun and typography, giving the logomark a distinctive refresh to emphasize both the sun’s energetic rays and the playfulness of the letter forms. We carried the sun throughout the branding system with rich, vibrant yellows and ray-like iconography, reflecting Lay's commitment to quality ingredients and unmatched flavor.
Show the real thing
For Lay’s ingredients, we turned to elevated photography, highlighting what Lay’s is made of. Salt and potatoes appear on the Classic product, while colorful plants and other sources of flavor are added to the hundreds of variations available around the world. Because the foundation we built on came from within the product itself, this approach resonated across regions.
New but familiar
Lay's carries a strong connection with millions of people who have loved the brand, associating it with everything from road trips and summer barbecues to football matches and Lunar New Year. We wanted to capture this heritage while crafting a modern experience.
The result
A new era
With the repositioning, Lay’s now tells its own story, inviting people to see an icon from a new perspective. More than a redesign, it’s a strategic platform, built to travel across every product and market, updating Lay’s for a modern era while honoring what has long made the brand so well loved by so many. It only asks for Lay's to be true to itself, offering real potatoes and real connection.