
Branding . Graphic Design . Packaging Design
Doritos USA
For the Bold
Fritolay USA
While working as a Design Director in Landor Associates SF
Doritos redefines snack culture with bold flavors and striking visual energy. The fiery packaging, pulsing with electric red and orange tones, mirrors the intensity of its signature Nacho Cheese and Habanero varieties.
The iconic logo and sharp lightning motif reflect the brand’s edgy attitude, while the clean type and heat-inspired color gradients turn a simple chip bag into a statement of flavor.
More than just a snack, Doritos is a cultural icon—crunchy, intense, and unforgettable.