2023 Galleries

The Spark Gallery pages are one of our most popular design destinations, with thousands of visitors each year. Check out some of the latest Spark entries, in the galleries below.

Galleries // 2023 Spark:Package // Lay's - More Belgian Really impossible!

Lay's - More Belgian Really impossible!

Winner - Bronze

Competition: Spark:Package
Designer: Tom O'Quinn - Design Director
Design Type:
Company / Organization / School: PepsiCo
Team Members: Tom O'Quinn

In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market: Lay’s Fries Mayo and Lay’s Fries Andalouse along with a campaign, #MoreBelgianImpossible. Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.