LAY’S

ROARIN’ RANCH & FRIED PICKLE

CHALLENGE:Create an exclusive Lay’s flavor for Food Lion that felt exciting and different, while still clearly living inside the Lay’s brand world.

IDEA:Lean into the “Roarin’” name, pairing gritty textures, bold typography, and a roaring lion graphic with pops of pickle green and ranch cues to build a flavor story that feels loud and energetic.

MY ROLE:

Explored multiple design routes under the guidance of a Senior Design Manager

Presented concepts to stakeholders

Finalized the selected direction
Developed the back-of-pack layout

ON-PACK STORYTELLING:
Layers of texture, iconography, and flavor cues work together to build energy and communicate taste at a glance.

TEXTURE & ENERGY:Layered halftones, torn-paper edges, and distressed overlays add attitude and motion.

FLAVOR STORYTELLING:Pickle slices, lightning graphics, and bold flavor callouts reinforce tanginess and punch.

TYPOGRAPHY:A mix of stamped headline type and handwritten script gives the design a raw, expressive feel.

CONCEPTUAL APPLICATIONS:These concepts explore how the visual language could extend beyond the bag into retail displays, out-of-home, and branded merchandise, building a louder world around the flavor.

IMPACT:Launched as a Food Lion exclusive, Roarin’ Ranch & Fried Pickle brought a bold new flavor expression to the Lay’s lineup, creating a distinctive on-shelf moment for the brand.