Nguyenlike Student Creates Brand Identity for Lay’s Ba Mien

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