March 18th, 2009


It’s not every day that I get to share some of my professional work so I’m really excited to show a project I recently finished! The design firm I work at, Hornall Anderson, was tasked with redesigning Lay’s Baked! line of snacks. It was a long and challenging process but I’m really proud of the result that the team and I created. My favorite is the Sour Cream & Onion, there is something about the green that works really well with all the elements.


44 Responses to “Baked!”

  1. paula Says:

    the new design is much more lovely.

  2. Kelly Says:

    congratulations – i think the new packaging is a big improvement over the old!


  3. robin Says:

    i was so proud of this look when i first saw it recently. i am a big fan of bbq baked lays! i think i want to buy some and just leave them out on the counter to make the kitchen pretty! good job :O)

  4. Cameron Says:

    What a marked improvement. You’ve managed to reference the old starburst design without allowing it to overpower a new, cleaner presentation. Kudos!

  5. Darci Says:

    What an improvement! The old packaging is almost assaulting compared to the new design. Great work!

  6. meowsk Says:

    Love this! I had forgotten how good these were because the old packaging was so bad. (Yes, I sometimes buy products based on packaging – it’s the designer in me and I can’t help it.) Superb work!

  7. Erin Says:

    My previous career was in marketing with a major food manufacturer, so I know how hard it is to redesign packaging. Maintaining shelf presence, balancing message hierarchy, keeping the product somewhat recognizable on shelf. Not to mention dealing with all the various marketing egos. Wow. You guys did an amazing job!


    p.s. We absolutely adore your blog around the office. It’s a daily read!

  8. Laurel Says:

    absolutely beautiful! and now i’m officially craving the goodness that is sour cream & onion.

  9. melanie carter Says:

    Great job, beautiful work. You should be proud! I saw this in a store and looked twice because of the beautiful design

  10. Laurie Says:

    love it! My husband will be happy that I will now let his favorite snack into the house more often, on account getting rid of the awful packaging in exchange for something so lovely!

  11. Luzel @ iDiY Says:

    Fantastic work, as always!!

  12. atlantic treefox Says:

    yours is MUCH better!

  13. Anonymously Chic Says:

    the new design looks great! good job.

  14. Melissa Says:

    The new design is far and away more cohesive and desirable. My mouth started watering just now.

  15. katherine Says:

    haha that is so funny! we had a bag of those at the house the other day and i was thinking that that new design was nice! great job!

    (sorry, left this comment accidentally on the post below this!)

  16. Laurel Says:

    Now that the bag looks pretty I can feel better about eating them…ha ha

  17. Bri Says:

    I’m going to saw, that a huge improvement! I love the “baked!” part – for whatever reason, that makes me laugh every time. It’s declaring itself!

  18. brittany Says:

    So much better! It looks healthy, fresh and much more modern. Great job to you and your team!

  19. Bridget Says:


    …now if you could only get them to figure out how to use paper packaging and not waste so much…sigh. Very nice design, though!

  20. edyta szyszlo photo Says:

    the new design totally makes me want some! much cleaner and polished…def. more appealing than the old bag.

  21. Traci Says:

    I just stumbled onto your blog a couple of days ago and I must say that it’s now a daily read for me. So inspiring!

    Also, I’ll be the 21st person to say that these news bags are AMAZING. They’re so lovely…something I never thought I’d say about potato chip bags! Great job!

  22. tink Says:

    Absolutely fantastic job on the packaging! Very, very appetizing! Too bad you can’t make them taste like real crisps, (sorry, potato chips)! 🙂

  23. Courtney Says:

    wow, what an improvement. nice work.

  24. Daniella Says:

    very, very cool, it’s amazing what re-branding can do for a product!

  25. Holly Says:

    Nice work. I know it was a long process.

  26. Says:

    Wow! Tremendous improvement. I like the more subtle sunburst and love how the creamy color conveys the message that these are “healthier”. Lovely.

  27. jen jafarzadeh Says:

    what an improvement!

  28. meredith Says:

    Wow, what a change. I think i may head out and buy me a bag!

  29. Allison Says:

    That’s amazing! My fiance and I are both graphic designers (and lovers of baked lays chips) and love the new designs! Good work 🙂

  30. Erin Says:

    From one package designer to the next, great work! Thank goodness simplicity is back!

  31. Julie Says:

    From your client….it was a long road, but couldn’t be happier with the work! Thanks!

  32. Pumpkin Petunia Says:

    How funny, I just noticed (and was admiring) the new packaging in Target the other day. Well done!

  33. Jolie Musick Says:

    Wow. I never buy chips, but that packaging is so pretty that I just might snag a bag. Great job!

  34. MJ Says:

    I saw the new design in stores and immediately fell in love with it. It looks so much better, more “natural” even, and ti even feels more healthy.

  35. Lauren Says:

    i am constantly amazed by the great work HA does. a ‘terrific job!’ to you and the entire team!

  36. Read at Joe’s » Baked Simplicity Says:

    […] from Twig & Thistle, the old […]

  37. Before & After: Baked Lays - Updated | Design | Tech | Culture Says:

    […] Great post from our friends at BrandNew on the redesigned Baked Lays packaging. Check it out here. Images from Twig & Thistle. […]

  38. Ali Says:

    It is the same old stuff of trying to replicate the modern organic design. It does not seem at all of the chart. It shows the reminiscent old days of Hornall Anderson when it used to be trendsetter. Too sad!

  39. Chuck Spidell Says:

    From my post on Brand New:

    Today, I saw the Baked! Lay’s Original chips in Safeway and the new packaging is a welcome change. The previous packaging was convoluted with too many primary colors – not to mention that nasty center alignment. The new products feature a monochromatic color scheme, allowing punches of color that don’t overpower the design. Now, the brand is fresh, enticing, and constrained. Cheddar & Sour Cream Ruffles are the bomb.

  40. Ryan Mayer Says:

    Absolutely LOVE the new design. It’s clean, inviting and just plain beautiful!

  41. Kassi Isaac Says:

    nice to see another packaging designer out there!!- nice work! 😉 xx kas

  42. Jessie Says:

    I saw these in the store and thought how they look so great! (I got my bachelor’s in graphic design, so I’m obsessed with packaging). Great job!! 🙂

  43. Get BAKED! « Metz here Says:

    […] [ image source ] […]

  44. melissa Says:

    i was shopping last night and said, wow – these bags look SO much better. i never comment on packaging so GOOD JOB!