Tostitos has introduced a new brand identity and it’s moving away from loud, modern packaging to something that feels more traditional and real.
Designed by PepsiCo Design, this update focuses on where the product actually comes from like corn and shared moments around food.
The biggest change is in how the brand is positioned. Instead of just being a fun snack, Tostitos is now highlighting tradition and how the chips are made, using whole corn and traditional masa.
This shows that even brands under PepsiCo, like Lay’s, are moving towards a more natural and honest look.
The logo has changed from a clean sans serif to a serif typeface. The new letterforms feel more rooted and inspired by Mexican cantina culture, which ties back to the product’s origin.
Packaging has also been simplified. The design now focuses more on ingredients and texture rather than bold graphics, making it feel more authentic and less processed
The serif typography adds a sense of tradition and craft, something a sans serif couldn’t communicate as easily. Small details like flared terminals in the letters make the logo feel more expressive without overcomplicating it.
The colour palette is more muted and earthy, which helps the product feel closer to its natural ingredients.
One smart move is keeping the chip-shaped window on the pack. It’s already a recognisable element, but now it’s clearer and better integrated into the overall design, showing the product while connecting it to the idea of dipping into salsa.
The system also allows flexibility with both straight and curved logo formats, which helps the brand adapt across different touchpoints.
