‘Lay’s Rays’ Warm Up The Sun
Lay’s, the flagship potato chip brand under the Frito-Lay umbrella, has unveiled a significant graphic redesign by PepsiCo’s Design & Innovation team. More than a visual update, the identity seeks to deliver a deeper story: one grounded in real ingredients, family farms, and cleaner formulations.
While the Lay’s logo has long featured a stylized sun, the design team updated the icon to be warmer, more intentional, and to radiate custom “Lay’s Rays” — a metaphor for the sunlight that nurtures each potato grown for the brand. A refined color palette is inspired by ingredients found across the Lay’s portfolio: pickle green, hickory brown, savory red, and more. The new colors enhance shelf presence while giving each variety an appetite-driven look. In addition, photography plays a critical role, with close-up imagery that spotlights the color, texture, and seasoning. Anchoring the system is the familiar red Lay’s ribbon, which evokes a seal of quality and a nod to the brand’s heritage.
.
.
The new identity supports an expanded brand narrative. Lay’s now sources potatoes from over 100 family-owned farms across North America and, reports the company, often only travel 48 hours before they are cooked. This commitment was spotlighted in the 2024 Super Bowl ad “Little Farmer”, which told the story of a real Lay’s family farm. The redesign now extends that storytelling onto every bag — giving consumers a deeper sense of connection to what they’re eating.
.
.
Alexis Porter, PepsiCo Vice President of Marketing says that “more than just a brand redesign, the new identity tells a story that speaks to a legacy of authenticity.” Adds Carol Gerhards, Senior Director of Design, Global Lays: “This redesign, the brand’s biggest in nearly a century, is a love letter to our origins.”
.
.
The brand and packaging rollout is happening across the U.S. this fall, supported by a fully integrated campaign spanning broadcast, social, in-store, and digital.
