Doritos® Twisted Lime has long been a fan favorite limited-edition flavor, and the Doritos brand decided to re-release it in time for Halloween 2021. Halloween was a natural occasion for the brand to play off of, so the Design Team conceptualized an exclusive Halloween-inspired kit to create buzz, featuring a unique pyramid-shaped bag. With only 2,000 bags available, consumers flocked to snacks.com to purchase their product and participate in a giveaway for the full Doritos Twisted Lime Kit.
Leaning into the Halloween occasion, the Design Team wanted this packaging to go beyond the typically recognizable holiday motifs and symbols such as ghosts and pumpkins. Instead, we built a narrative around secret societies to feel exclusive and match the edginess of the Doritos brand. We played heavily off the triangle theme that permeates both the Doritos Visual Identity System, even going so far as to transform the bag itself into a pyramid-shaped structure. We leveraged the usual technology used for Doritos bags, but folded it in a unique way for a different tactile experience. We also incorporated secret society symbolism, adding foreboding design elements like the Eye of Providence. The packaging also features artfully illustrated skeletons, spiders, and spiderwebs more typically synonymous with Halloween.
The Design Team developed a consumer experience that would surprise and delight at every touchpoint, from the moment of holding and opening the Doritos Twisted Lime box, to picking up the pyramid-shaped bag, and we created a feeling of exclusivity with Doritos branded pins. With the re-release of Doritos Twisted Lime, we were able to deliver to consumers an innovative and memorable experience with a Doritos flavor they love.