Lay´s, arguably the world leader snack, contacted us to leverage the package as the cornerstone for a regional communication campaign (South Cone).

Following a global initiative the brand was willing to clearly state the natural origin of the product´s ingredients.

.Front & Back

To take fully advantage of the package as owned media we developed a continuous graphic piece that starts in the front of the pack as a hint to draw customer´s attention to the back panel communication.

The concept was quite straight forward: a burlap potato bag as a metaphor of the brand's commitment to keeping the ingredients as natural as possible, and the production processes as simple as a home made chip.

In the process we had a chance to further explore and intervene the pack to better convey the message.