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DORITOS

GOLDEN SRIRACHA


CHALLENGE:
Create a new Doritos flavor expression that communicated heat in a fresh way while still feeling premium, modern, and unmistakably Doritos.
IDEA:Use “gold” as the central idea, combining metallic, angular motion, and subtle Sriracha cues to create a Sriracha look without relying on flames or cliché visuals.




MY ROLE:
  • Concepted multiple design directions
  • Presented routes to stakeholders
  • Refined the chosen direction through multiple review rounds
  • Designed back-of-pack and supporting graphics
  • Prepared production ready assets and vendor files

01 Premium Heat:This direction leans into a bold, structured system, using black and gold contrast, strong geometry, and confident typography to position the flavor as intense but elevated.



02 Flavor First:This route brings the Sriracha inspiration forward, featuring a large sauce bottle and playful color palette. The goal was to make the flavor feel approachable, fun, and instantly understandable on shelf.




03 Spicy Attitude:This direction pushes heat and attitude, layered illustrations, dark tones, and expressive typography create a bold, fiery personality that leans harder into the world of hot sauce.





REVISIONS:
We went through multiple rounds of testing and revisions before landing on a final design.






IMPACT:Golden Sriracha became one of the standout innovations of the year, helping expand the Doritos spicy portfolio with a premium direction.