PepsiCo
Brand Experience System
2025
Doritos
Loaded
I translated Doritos Loaded’s pre-2026 brand identity into a flexible live-experience system, carrying its bold visual language across a food truck, menus, merchandise, uniforms, serving pieces, environmental graphics, and large-scale wraps.
As a Senior Designer, I worked directly with the Doritos brand team and 3D design partners, owned the menu and merchandise workstreams, iterated on physical applications, and guided production from design development through final execution. The system appeared across multiple 2025 events, including the UEFA Champions League Final in Munich and Formula 1 Las Vegas.
- Role
- Senior Designer
- Client
- PepsiCo / Doritos
- Locations
- Munich / Las Vegas
- Scope
- Brand extension, menus, merchandise, experiential, environmental, production
Built to live
in the real world.
The challenge was not to reinvent Doritos Loaded. It was to make an established identity work at every scale, from the architecture of a wrapped food truck to a menu, uniform, serving piece, or single production detail.
Larger applications gave the system presence, while the close-up touchpoints made it feel complete. That continuity allowed the identity to move between venues and formats without losing the energy, appetite appeal, and unmistakable visual language of Doritos.