LAY’S

FARM TO SMILES

CHALLENGE:Many consumers think Lay’s chips are made in a laboratory. Lay’s wanted to correct and reconnect the brand back to its roots, real potatoes grown on real farms by real people.

IDEA:
Bring the farm story directly onto the pack. We achieved this with warm textures, simple illustration, and a bold “Farm to Smiles” lockup to celebrate the journey from field to chip without losing Lay’s iconic brand presence.

MY ROLE:

visual exploration and packaging layout
Developed the “Farm to Smiles” violator lockup

Collaborated with marketing, production, and vendors to finalize files

SYSTEM AT SCALE: The design extends across multiple SKUs, keeping a consistent story while allowing each variety to stay clear and recognizable on shelf.

LOCKUP:
The “Farm to Smiles” lockup was designed to read quickly, integrate with existing brand assets, and stay legible across SKUs and sizes.
ILLUSTRATION:A simple illustration style that supports the story rather than distracting from it.

CONCEPTUAL APPLICATIONS:These concepts explore how the visual system could extend beyond packaging into lifestyle moments. Connecting the farm story to everyday brand experiences.

IMPACT:The program launched first at limited scale, then expanded into a full rollout the following year as the system proved successful.