With so many significant challenges in 2020, including those caused by the COVID-19 global pandemic, Lay’s wanted to give their consumers a quick break from reality as we looked ahead with hope to 2021.
When designing their year-end limited-edition packaging for an exclusive social media giveaway, Lay’s decided to create four mood-ring inspired designs, linked to positive memories and emotions in hopes of invigorating a sense of energy or inducing a sense of comfort among Lay’s fans. With that in mind, Lay’s 2021 Mood Match focused on flavors that would inspire gratitude (Grilled Cheese + Tomato Soup), optimism (Cappuccino), feistiness (Chili) or cheerfulness (Salted Caramel).
Like a traditional mood ring, the Lay’s bags were designed to be interactive. First, the consumer chooses which feeling they best identify with (Optimistic, Feisty, Grateful, Cheerful). Then, they peel away the outer band on the bag to discover the surprise flavor labeled underneath, to “match” their 2021 mood to a flavor.
To create these color-rich, mood packs, the Design team utilized a shiny holographic paper to emulate the essence of a color-changing mood ring. The middle circle containing the hidden flavor information mimics a mood ring stone with the use of rich, colorful gradients. To amplify the idea that each flavor was uniquely special, each bag featured a different font corresponding to each feeling.
With Lay’s 2021 Mood Match, ultimately the Lay’s brand was able to find a fun and innovative way to create a moment for consumers to unwrap their silver lining, focus on the future, and embrace a little joy as they looked ahead to a new year.