To celebrate Chile’s national holidays, Lay’s created a limited-edition pack that honors Chilean culture with a design full of national pride. The packaging brings together deeply recognizable symbols: the condor, the Chilean flag, cueca dancers, copihue flowers, the Andes mountain range, and the Easter Island moai heads. All of these were illustrated in a palette of red, white, and blue that reflects the national flag, while the iconic yellow ensured instant recognition as Lay’s. The result is a design that feels authentic, created for Chileans by Chileans, and one that connects directly with the country’s most important celebration. The solution was to carefully research cultural symbols that resonate withChileans and translate them into clear, celebratory illustrations.
