LAY’S

CHIP IN CHIP OUT

CHALLENGE:Create a packaging system that could stretch across multiple sandwich-inspired flavors, feeling fun and familiar, while still reading clearly as Lay’s.

IDEA:Build the system around the idea of “chips in sandwiches”, combining recognizable ingredients, expressive typography, and playful illustration that play off the idea of a deli or sandwich shop.

MY ROLE:

Developed multiple design routes
Presented concepts to stakeholders
Helped refine the selected direction
Designed the final packaging system and back-of-pack
Created custom illustrations to support the flavor storytelling

SYSTEM AT SCALE (BACK OF PACK DESIGN): Each flavor uses its own color world and typography style, while sharing a common illustration language and layout structure, keeping the lineup unified on shelf.

ILLUSTRATION LANGUAGE: Hand-drawn icons and phrases reinforce the sandwich story and add personality without overpowering the brand.

IMPACT:The Chip In Chip Out program rolled out nationally during the summer season, bringing new energy to the Lay’s lineup and creating a flexible system that can grow with future sandwich flavors.