Frito-Lay

We partnered with Frito-Lay to refresh the Stacy’s brand with a creative canvas that allows it to aspire toward endless possibilities.

Capabilities

Branding
Package Design
Photography
Marketing Support

Challenge

Stacy’s faced its first declines over recent years as competition in the inspired-deli space strengthened, challenged by low brand awareness and high switching in the category. Consumers were looking for deliciously crafted snacks, but saw Stacy’s™ as one of many substitutable dip carriers. Frito-Lay wanted to refresh the Stacy’s brand to increase penetration with existing and lapsed users.

Action Taken

DuPuis redesigned the core Stacy’s line to communicate a premium tone and great appetite. We paired delicious-looking Flashlight Studio food photography with simple, yet inspired typography to elevate the everyday. The brandmark refresh was a delightful pairing of modernity and simple elegance allowing for just the right pop in the noisy deli section. With the new core brand identity established, we extended it to the full portfolio as well as innovation and seasonal offerings. To bring the brand refresh off the shelf, we partnered with Stacy’s on print advertising and tradeshow support.