FRITO LAY
Cheetos brand book

The Cheetos brand concept is “Bring Family Fun Through Playful Mischief.” It’s only fitting that their brand book not only carries this torch, but blows on it a bit too. The contents deliver the necessary info about the brand, but in a “playfully mischievious” way—through redacted documents, absurd dictionary definitions, Mad Libs, and tabloid magazine covers. And yes, the title really is INSERT TITLE HERE.

Art Direction: Jesse LeDoux / Writing: Dani Bell / Creative Director: Michael Connors