Doritos, a brand owned by PepsiCo's Frito-Lay division, has teamed up with branding and design firm Hornall Anderson to revamp its packaging.
Hornall Anderson UK creative director Ali Whitely said that the agency has considered all the attributes including photography, tone of voice and visual personality to create a new look and feel for the brand.
"The Doritos target consumer moves fast, so when it came to the packaging, every element needed to have a valuable well-defined role," Whitely added.
Hornall Anderson also worked with the Doritos team in the UK to deliver the new branding roll-out across that market's entire product portfolio.
The new packaging has been rolled out in the US, UK and Mexico this month but it is set to launch across other countries in the coming weeks.