LAYS MAXX KV
Client
LAYS MAXX KV
Year
2024
Services
GRAPHIC DESIGN
Stack
- Key Visual
- Packshot
- Art Direction
Context
THE CHALLENGE
Announce the launch of extra-ridged Lay's MAXX so the visual conveys not flavour but loudness — the range's core promise.
Solution
We took the line «Louder than hunger» literally: sound waves built from thin green lines run across the frame while oversized ridged crisps fly out of the pack trailing seasoning. A black-and-green palette separates MAXX from the core range, and the Double Burger packshot holds the centre of the composition.
Impact & metrics
Decision breakdown
What another project can reuse
The loudness promise is translated into waves, product movement and a dark high-contrast palette. Flavor stays readable on pack while the scene sells the line character.
A launch becomes easier to adapt when background, type and movement all express one product property.
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