Frito-Lay has updated the Lay’s bag for the first time since 2007. The refreshed logo and packaging are meant to make the brand feel more modern and contemporary, says Jon Guerra, senior director of design at Frito-Lay, with a new logo that is smaller and centralized with radiating rings. The font is slightly different, with a cursive “y” and a smaller “L”. The real change is that that the chips are now shown from a “top-down” angle — an homage to the rise of food photography on social media, said Guerra. The redesign, which took two years to complete, is meant to keep the brand relevant in the era of social media and content regeneration, explains Guerra. The redesign is global but starts in North America and will extend to 115 products across more than 25 flavor varieties. Supporting advertising and promotion will start in late October. The design process was led by the PepsiCo and Frito-Lay internal design team.