Frito Lay Super Bowl LVII Compostable Bags 2023

For Super Bowl LVII, the challenge for our Design Team was to develop a series of packages that reflected the fun and energy of this keystone event. We faithfully represented each individual brand while also integrating with the overall vintage Route 66 theme of the event, as well as elements of the Super Bowl LVII visual identity. Typically, most packaging for the Super Bowl features simple logos and messages added to the existing design. We went in an unexpected direction by reimagining the entire packaging layout and integrating the Super Bowl identity into the design.

Illustrating classic eye-catching Route 66 roadside signs for the brand logos, we set them against beautifully brilliant, stylized Arizona sunsets meant to draw attention to the location of the big game. We re-created all of the brand colors, shapes, and type to appear as glowing bulbs, neon tubes, and reflective surfaces for maximum visual appeal.

The impact of these special edition bags was significant. At the Route 57 Experience during the week leading up to the Super Bowl, Frito Lay gave away 50,000 special edition industrially compostable bags. When empty, the bags were collected on-site and sent to an industrial composting facility, helping to divert approximately 465 lbs. of packaging waste from landfills.

These bags are an example of PepsiCo’s investments in breakthrough food packaging technology. It exemplifies PepsiCo’s overall pep+ goal to design 100% of its packaging to be recyclable, compostable, biodegradable or reusable across their portfolio by 2025. The raw-material production for these bags reduces greenhouse gas emissions by approximately 60 percent more than traditional packaging.