Lay’s places the potato front and centre in latest rebrand

Lay’s has rolled out the largest brand redesign in its nearly 100-year history, turning the spotlight back to the humble potato that started it all.

The new visual identity, created by PepsiCo’s design and innovation team, aims to reconnect the brand with its agricultural roots and celebrate its legacy of “real potatoes, real people, and real joy”.

While the classic yellow sun remains a key part of the logo, it now features a warmer glow with distinct “Lay’s Rays” beaming from the centre, a nod to the sunlight that nurtures the potatoes used in its chips.

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The refreshed color palette draws inspiration from the brand’s ingredients, with shades such as pickle green, hickory brown, and savory red. Enhanced, close-up photography also highlights the golden crispness and texture of each chip, giving the brand’s packaging a more tactile, authentic feel.

Despite the redesign, the signature red Lay’s ribbon remains, serving as a visual link to its heritage and seal of quality.

The redesign marks the start of a new chapter for Lay’s as it reinforces its commitment to quality ingredients and the farm-to-bag story behind every chip. According to a statement, Lay’s works with over 100 family-owned farms across North America, while PepsiCo sources potatoes and other ingredients from more than 60 countries. The company noted that during harvest season, freshly dug potatoes can go from farm to bag in as little as 48 hours.

The brand’s “Little Farmer” Super Bowl ad last year hinted at this storytelling shift, spotlighting the family farms that grow Lay’s potatoes. With the new global identity, that narrative continues, this time through packaging and design.

Alongside the redesign, Lay’s is also reformulating its products to meet changing consumer preferences. By the end of 2025, all core Lay’s products in the US will be made with no artificial flavours or colours from artificial sources.

Lay’s Baked chips will soon be made with olive oil and contain 50% less fat than regular potato chips, while a new version of Lay’s Kettle Cooked Reduced Fat Original Sea Salt will be made with avocado oil and offer 40% less fat. The brand’s white dips will follow with updated recipes in early 2026.

These changes, PepsiCo said, reflect its ambition to set a new standard for “the future of food culture” by offering more choice without compromising on taste.

“The new visual identity celebrates the humble, farm-grown potato, where every Lay's potato chip starts, and heroes the ingredients that deliver the unmatched flavor consumers have always loved,” said Alexis Porter, vice president of marketing, Global Lay’s, PepsiCo.

In tandem, Denise Truelove, SVP of marketing, PepsiCo Foods US said, "At Lay’s, delighting our consumers goes beyond bold flavors — it’s about delivering trusted quality from farm to bag. These updates were shaped directly with our consumers, offering more choice, more transparency, and more joy with every bite. Lay’s continues to set the gold standard in snacking and we’re proud to carry that legacy forward.”

PepsiCo’s senior director of design for global Lay’s, Carl Gerhards, described the overhaul as the brand’s biggest in nearly a century, one that pays tribute to its origins. He added that the refreshed visual identity was built around a flexible design system meant to celebrate Lay’s signature flavors across different markets worldwide.

Lay’s isn’t the only food brand undergoing a major refresh. Domino’s recently unveiled its first rebrand in 13 years, spotlighting what it does best, making pizza irresistible. The update brings brighter colors, a custom “Domino’s Sans” typeface, and new packaging designed for instant recognition. The brand is also debuting its first audio logo, a playful “Dommmino’s” jingle voiced by five-time Grammy-nominated artist Shaboozey.

Meanwhile, Pizza Hut has quietly begun rolling out a refreshed logo across select markets including the UK, Canada, and South Africa. The updated look keeps its signature red roof but introduces a sleeker, italicised typeface with a forward lean, creating a more cohesive global brand identity.

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