Lay's Gilded Ginger & Soy – Comprehensive Packaging Design & Branding Ecosystem

Create an end-to-end branding and packaging ecosystem to support the launch of “Gilded Ginger & Soy,” a premium, limited-edition flavor from Lay’s.
The design needed to differentiate this offering by signaling an “artisan-crafted” and complex flavor profile (umami, savory, sweet), moving away from standard snack cues to target a more adventurous, foodie demographic