Branding

2015 Style Guide

ight when you

get used to the
old branding, it
changes. Such is life.
This book defines the
styles for the Tostitos*
brand. It is in not
intended to replace the
original branding...
oh wait, yes it is. It is
definitely intended to
replace the current
branding of Tostitos*
chip bags and salsa
containers. Keep reading
so see how the Tostitos
branding has been

reborn.

Contents
4
6
8
9
10
11
12
14

The big idea

New branding images
Product titles and colors
Logo color
Logo placement
Label dimensions
Comparison
Billboard advertisement

ont get me wrong, the Tostitos design is working well but it gets
lost on the shelf when there are Lays, Sun Chips, and other brightly
colored bags competing for attention.

The new idea for the design is to take the current Tostitos bag, strip it of
all its color and only leave the logo. Then below the logo will be a really
eye catching image of a girl in a skirt. The catch, her skirt is a tortilla
chip. The girl will be hand drawn so that it looks like someone took the
bag and drew on it with a sharpie. It will lure customers with its clean
and simple design. And this, my friends, is

the big idea.

products
Tortilla Chips: original, hint of lime, hint of cheddar,
multigrain, hot and spicy. Salsa: hot and mild.

target audience
The new branding will cater to men and women ages 15
through 30. However, there is to be more emphasis on
catering to women, because they are the primary shoppers
in the family.

brief history
Tostitos is a brand of tortilla chips made by Frito-lay and
founded in 1978. The chips are unique because they were
created based on a technique people in Mexico use when
frying tortillas. For this reason, Tostitos have an authentic
Mexican taste.

increasing sales

This new branding style guide for Tostitos will increase

sales because the bags will stand out from others on the
shelves, the branding will be unique, new, clean, and make
for eye catching advertisements.

Tostitos 2015 branding

titles

Chip bag
Font: Futura Condensed Medium
Size: 30-70 pt

Salsa
Font: Futura Condensed Medium
Size: 15-30 pt

body copy
Chip bag
Font: Futura Medium
Size: 30 pt

Salsa
Font: Futura Medium
Size: 14 pt

logotype and logo coloring

he logo should always be the dominate object

displayed on any product. The colored logos should
always be used except in faxes, emails, and newsletters.

The logotype should only be used in situations where the

the logo has already been used and the logotype can then
be used on the back of a label, the bottom left of a business
card, or any other place where space is limited.

colors
Pantone 348 Pantone 199 Pantone 7580

Pantone 124 Pantone 1395 Pantone 7401

Pantone

Pantone 348
Pantone 199
Pantone 7580
Pantone 124
Pantone 1395
Pantone 7401
8

Hex

#009344
#ed1c24
#fflc21
#f89alc
#a86237
#fffce6

RGB

0 148 68
237 28 36
241 95 49
249 155 28
168 99 56
255 253 231

CMYK

86 16 100 3
0 99 97 0
0 78 90 0
0 46 100 0
15 60 80 25
0 0 11 0
9

Logo placement

Product label dimensions

s seen below, the logo is the most dominate part

of the design. These images are all representing
the front of products. On the back, where there is
nutrition information and ingredients, the logo may be
used and in these situations, it should be no more than
.5 inches wide.

chip bag label

he chip bag has two labels, one for the back of the bag,
and one for the front. The background will be printed
on the bag and the label will be added after.

chip bag label

salsa label

7.4 in

11 in

salsa label

10.65 in
10

2.08 in
11

New and old product comparison

New look

12

Old look

13

Billboard advertisement

arious versions of advertisements can be made, but they

should all use one of the 5 girls and a humorous line
which describes both the girl and the corresponding chip.

or more information,
visit fritolay.com or
call 1-800-238-9904.

Thank you for taking

the time to make the
new Tostitos branding
consistent across
the globe.
14

15

16

Bethany Larsen