Background: Lay’s is the world’s leading potato snack brand, originating in the United States and owned by the globally renowned PepsiCo corporation. With its presence in over 100 countries, Lay’s has become a beloved choice for millions of consumers worldwide. In Vietnam, the Lay’s Ba Mien product line was created to celebrate the diverse culinary culture of the country, drawing inspiration from the signature dishes of each region. Notably, this is a non-commercial project conducted by students, aimed at learning and honing creative skills in design and communication.

Story: Lay’s Ba Mien was conceptualized to connect the unique culinary features of Vietnam’s three regions: North, Central, and South. Iconic dishes such as Pho Bo, Bun Bo, and Hu Tieu were chosen as the inspiration for the product, not only because of their distinctive flavors but also due to their strong ties to Vietnam’s wet rice civilization—a symbol of the nation’s history and development. Each snack flavor has been meticulously crafted to encapsulate the essence of these traditional dishes, evoking a sense of familiarity and pride in Vietnamese cuisine.

Challenge: The launch of Lay’s Ba Mien brought forth several challenges. How could the distinctive qualities of Vietnamese cuisine be harmonized with the modern and dynamic spirit of an international brand? Moreover, the product needed to retain Lay’s global identity while differentiating itself from competitors like O’Star Ba Mien. The task was also to make the product both relatable and appealing to Vietnamese consumers.

Solutions: To address these challenges, Lay’s Ba Mien focused on innovation in both design and flavor. The product’s logo was redesigned from Lay’s traditional logo, incorporating rice grains to highlight the connection to Vietnamese cuisine. Additionally, the sub-logo text was inspired by Pho noodles, creating a soft and flexible design that gave the product a distinctive character.

In terms of flavors, Lay’s Ba Mien introduced three standout options: Pho Bo, Bun Bo, and Hu Tieu, representing the culinary heritage of the North, Central, and South regions. The authentic recreation of these flavors provided a unique experience while igniting a sense of pride in local culture. Paired with the global tagline, “Betcha can’t eat just one,” the product successfully combined traditional values with a youthful and friendly spirit that resonated with consumers.
Impact: Although this is a non-commercial project, Lay’s Ba Mien demonstrated significant potential in bridging Vietnamese culinary culture with international snack products. From creative design to investments in unique flavors, the product not only asserted its originality but also opened opportunities for the brand to engage more deeply with the Vietnamese market. This practical project provided students with valuable learning experiences, encouraging creative thinking and fostering a love for local culture.

Future Vision: Lay’s Ba Mien is more than just a trial product. It is a clear example of the harmonious blending of international culture with Vietnamese traditions. In the future, similar ideas could be developed further to delve deeper into the unique values of Vietnamese cuisine, contributing to the country’s recognition on the global culinary map.