New York, New York, USA
PepsiCo Design & Innovation Team creates the Doritos Rainbow Limited Edition packaging to show their support of the rights of the LGBTQ+ community speaks against prejudice of any kind not only during the Pride Festival but every day.
PepsiCo Design was tasked with developing a fresh design for the limited-edition Doritos Rainbow 2022 to be released during Pride month and at the Pride festival in Brazil.
This year, they want their design to not only incorporate the classic colors of the LGBTQ+ flag but also establish a clear statement of support for diversity.
Doritos Rainbow Limited Edition has recently been awarded a 2023 Good Design Award by The Chicago Athenaeum: Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies.
For the packaging, the designers have stayed true to the Visual Identity of Doritos Rainbow with a clean white substrate, stylized rainbow, and colors of the LGBTQ+ flag.
The design is bold making a clear statement about respect for diversity, so they included the strong words, “RESPECT, LOVE, FREEDOM, PRIDE” in a hand-drawn, freestyle typographic font.
The addition of a stylized fingerprint as part of the design, linking it to the Brazilian product campaign in which Doritos, communicates the importance of recognizing LGBTQ+ people and voiced their support for the Trans community and respect for all people’s identities.
To further spread the message of diversity, equity, and inclusion, they created a limited edition satin white bomber jacket with bright rainbow-inspired lines on the cuffs and at the waist.
The designers also have incorporated a larger-than-life stylistic fingerprint on the shoulder, so it is sure to be seen from all viewpoints when worn.
Every detail of the jacket was thoughtfully designed to translate and unify the core graphic essence across touchpoints.
This year’s edition of Doritos Rainbow achieved its goal of highlighting the brand’s core values and establishing a meaningful supportive statement for support of LGBTQ+ in Brazil.
Project: Doritos Rainbow Limited Edition
Designer: PepsiCo Design & Innovation, PepsiCo., Inc.
Manufacturer: PepsiCo., Inc.
