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In a completely unprecented move, Lay’s has united with the UEFA Foundation for children, streetfootballworld, and local partners AMANDLA, the South African Football Association, and the City of Ekurhuleni to reuse empty chip packs to help create sustainable football pitches - uniting communities and driving positive outcomes for people and the planet.

The PepsiCo Brand Experience team led the creation of the entire brand design, visual identity and execution of this completely new initiative, building an inspirational vision from the ground up. We designed a comprehensive visual identity system, logo, key visuals and graphics. The Lay’s RePlay logo combines the original well-loved Lay’s logo with the concept of recyclability, an abstracted chips pack graphic frames the Lay’s Logo in a strong and universal lockup.

 

Beyond that, we also designed the pitch layout, produced the 100% recycable pitch turf and perimeter banner graphics and explanatory branded boards, players’ suits kits and coach garments, plus merchandise and footballs, as well as digital graphics and promotional materials.

LAY'S REPLAY 

Client

Lay's

Year

2021

Location

Tembisa - South Africa

Credits

Brand Visual Identity Design

Sofia Aronov

(PepsiCo Brand Experience Team)

Graphics and video content

Lay's Brand Design team

Production and Fabrication

FUSE