When we restaged Lay’s STAX in the tube snack PC segment in Russia, we weren’t going to simply rest on the laurels of a product innovation. We brought the packing and visual identity into a more premium look and feel, strengthening Lay’s Stax subline.

The elevated snack segment showed a particular opportunity for growth in 2020 –Young-adult snackers looking for quality, feel-good chips in the familiar convenience of the grab-and-go format. We created a new, indulgent chip packed with flavor and delivered in a tube to keep the chips crisp and whole. Our challenge was to elevate design and develop a visual language of perfect taste.

Every single detail of the Lay’s STAX pack is about exquisite taste. It all starts with a gold Lay’s logo embossed onto the tube in a gold leaf foil stamp. The colors are bright and appetizing — enhancing taste appeal and reinforcing flavor profiles. The shape of the chip was the inspiration for the design motif of the background. The soft geometry of the S creates dynamic visual zones, drawing attention from the logo to the interplay of ingredients and chip. Everything comes together to communicate rich taste, elevated flavors, and a high-quality product.