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.
