What Is Doritos?

Prior to the rebranding effort, some of the key assets of Doritos is its iconic triangle and its flavor. Tasked with creating a breakthrough look and feel to activate the Doritos brand narrative in a highly consumer-relevant way, Hornall Anderson’s UK team visited many different cities across the world to see how Doritos was shopped and to discover how to best achieve an emotional connection with its core demographic of teens and young adults. The team immersed itself in the demographics’ visual world, analyzing key graphic trends in gaming, sport, grooming, fashion and music, among others. As all findings were distilled, the team translated the consumer insight into a design system and voice that could bring Doritos to life on a global