May 13, 2013

Point of impact

With no shortage of authentic tortilla chips available, Doritos wisely doesn’t try to play that game and instead goes for simple triangular iconisation. At one level this is no more than a visual pun on the product’s shape, something the brand has been doing for years. But in place of previous half-hearted attempts, this branding gets to the, er, point. I’m not sure what a metallic effect snooker ball triangle through the ‘O’s is supposed to mean exactly, but it certainly gets attention on shelf. Perhaps it’s no coincidence that it looks good next to the Pepsi design, suggesting a like mind behind both.