Lay’s, the iconic snack brand under PepsiCo, has unveiled its most ambitious visual overhaul in nearly a century. The global rebrand combines a new logo, refreshed packaging, and product updates to reconnect consumers with the brand’s authentic origins—real, farm-grown potatoes.

Amid growing demand for transparency and cleaner ingredients, Lay’s new identity is designed to make that truth visible at every touchpoint. This rebrand is more than cosmetic—it’s a strategic shift to align packaging with both sustainability goals and consumer trust.

A Logo Rooted in the Land

At the heart of the redesign is the new Lay’s logo, featuring the “Lay’s Rays” sunburst—a visual metaphor for the sun that nurtures the potatoes used in every bag. The iconic red ribbon now resembles a bow tied by farmers, reinforcing the gift-from-the-land narrative. Some sun rays were even created using potato stamps in the design process, adding organic authenticity to the visual system.

The custom typeface and matte packaging finish create better visibility on shelf and under lighting, while ingredient-inspired color palettes replace the traditional bright yellow. Hues now range from savory reds to pickle greens, signaling flavor while reflecting recipe realism.

Packaging as Brand Media

Lay’s packaging now serves as a form of media storytelling. It incorporates:

• Close-up chip photography to highlight texture and seasoning
• Wood-grain backdrops, reminiscent of farm crates or picnic tables
• Color-coded flavor signals with warmth and depth

These design elements communicate the product's quality and authenticity without relying on advertising. As Carl Gerhards, PepsiCo’s Senior Design Director, noted: "We’re changing how Lay’s looks so people can see it for what it really is."

Ingredient-First Messaging

Internal research revealed that nearly 42% of consumers didn’t know Lay’s chips are made from real potatoes. The rebrand addresses this by visually re-establishing the farm-to-bag connection and updating the product formula itself.

Lay’s is removing additives and artificial colors from its core portfolio by the end of the year. Sub-brands are also adapting:

• Lay’s Baked: Now made with olive oil, retaining its 50% less fat advantage
• Kettle Cooked Reduced Fat Original Sea Salt: Updated with avocado oil

These ingredient changes mirror the messaging on pack and in ads, reinforcing the brand’s shift toward clean-label snacking.

A Global Design System

The new Lay’s identity isn’t just for packaging—it’s a global design system that scales across channels. It delivers:

• Visual consistency across shelves, digital ads, and social media
• Functional design that’s readable at arm’s length or in thumbnail view
• Local adaptability for regional flavors and languages

This system future-proofs the brand and allows for seasonal and limited-edition extensions without compromising recognition or coherence.

A Lesson in Strategic Rebranding

With $91.85 billion in 2024 revenue and Frito-Lay North America accounting for 27% of it, small gains in shelf conversion can generate massive returns. For Lay’s, making its product truth visible is not just good storytelling—it’s commercially strategic.

“These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite,” said Denise Truelove, SVP of Marketing, PepsiCo Foods.

The Lay’s rebrand proves that clarity, consistency, and authenticity in design can influence perception and drive growth. It’s a case study in how legacy brands can stay relevant by evolving their look without losing their core identity.

Conclusion: Designing Trust

Lay’s new look is a return to its roots—literally and visually. By spotlighting the farm-grown origin of its chips and reinforcing it through thoughtful design, the brand isn’t just changing how it looks; it’s changing how people feel about what’s inside the bag.

Packaging that works like a billboard, a brand story, and a product promise—this is how Lay’s is designing its future, one chip at a time.