According to PepsiCo’s Lay’s, nearly 42% of consumers are unaware that its potato chips are made from real, farm-grown potatoes. Lay’s doesn’t elaborate on what “fake” potatoes are or what consumers think its snacks are comprised of if not taters, but as part of its latest brand refresh, it’s putting farm-grown, quality tubers front and center.

The PepsiCo Design & Innovation team, the company’s in-house shop, took the lead and collaborated with Chase Design, The Voorhes (represented by Apostophe), Golden Wolf, Future Deluxe, Mossawi Studios, and MCKL Type Foundry on the Lay’s brand update. The brand refresh includes a new logo, bespoke typeface, refined color palette, updated packaging, and new food photography.