Out of the zoo and into the jungle.
This was a true connection back to what DuPuis talked about and the Frito-Lay team made it their own by getting personal with the "bro" crowd. Makes me curious and looking forward to what comes from this brand in the near future. Curious to see if it makes a larger wave in the snack food aisle. Curious to see if my "bro" crowd will embrace this brand in the near future.
The outcome was elegant in the freedom the platform created for the design team. It may not lead to any one specific new product, but the ideas certainly must have changed the internal perspective for Frito-Lay.
This is where design is made relevant, where research is a "bro" with design.
Thank you, Bill Less and Ivana Nikolic, for taking us there.