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

Sketches and Concepts:I produced multiple sketches that led to the three leading concepts selected by the brand team.

REVISIONS:
We went through multiple rounds of testing and revisions of the selected concept 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.