Lay’s is the leaading potato chips from Frito Lay. We have developed various “in& out” flavor packaging for Lay’s and the successful packs were adapted as part of the range. Our challenge was to be creative within a very strict brand identity, “Winter fire” and “Harvest time” flavors are some of the examples where the challenge was met with high regard. Starting in 2004, we designed various packages and in store communication for Lay’s until an in-house studio took over our responsibilities.