DORITOS • K-POP DEMON HUNTERS
Packaging · Campaign · Retail
Objective
PepsiCo has a strong history of collaborating with pop culture moments, and K-Pop Demon Hunters represented one of the biggest cultural phenomena of 2025. This spec project imagines a theoretical Doritos collaboration that uses the film's massive fanbase as a vehicle to introduce Korean inspired flavors to a western market, expanding Doritos' experimental flavor territory while staying rooted in the brand's bold identity.
Process
Rather than designing a single collab bag for the film as a whole, the concept was built around each member of Huntrix having her own unique flavor and packaging. Killer Kimchi, Golden Gochujang, and Rockin' Ramyeon each reflect a character's personality while calling back to authentic Korean culinary culture. The goal was to create natural intrigue and a collectible dynamic that rewards fans for trying all three. All supporting assets were designed to amplify the Huntrix world while keeping Doritos fully in the foreground as a brand that stays at the front of fun and forward thinking in the snack space.
Result
A three variant packaging system with supporting campaign assets spanning retail display, OOH, and social content. The collection gives fans a reason to collect, gives new audiences a reason to explore Korean flavors, and gives Doritos a credible entry point into one of the biggest entertainment properties of the year.
