Baked lays get a redesign

Strolling through the chip aisle in the grocery store last week I noticed that Baked! Lays had a brand new look to them, so I hopped on the website and this is what they had to say about the redesign:"Eating healthy is hard, especially if you have to sacrifice flavor. This is just one of the reasons we were excited to partner with Frito-Lay for their launch of a new brand campaign that supports women’s health and recognizes the inherent conflicts and connections between health, beauty and self-confidence. Frito-Lay tapped us to create new packaging for a portfolio of products – Baked!, Flat Earth, 100 Calorie packs, and the new Smartfood line – that appeals to women who want healthy snacks that don’t sacrifice great taste. We translated key consumer insights into emotionally impactful designs that reconsidered everything from mouth-watering photography, packaging size, portion control, tone of voice and visual personality to create a fresh and inspiring look and feel. With a focus on both product and differentiation in the grocery aisle, the new packaging encourages female consumers to stop and re-consider the chip aisle as a place "for me."