Lay’s has a long history of leaning into limited edition collaborations to drive cultural relevance. Now the FIFA World Cup 26 range, designed by Rodolfo Baquier, takes it global with flavors spanning Canadian Poutine, Mexican Taco, American BBQ Ribs, Argentinian Asado, and English Bangers and Mash, each getting its own bag.
The structural design concept is rooted in football fan scarf culture, with each bag using the horizontal stripe and geometric pattern language of team scarves as the main layout. Each bag then layers in subtle cultural pattern details specific to its country of origin, all interpreted as repeating textile-style graphics rather than literal flag reproductions. The typography sits within the Lay’s brand system, but the flavor callouts are given different scales and weights in the center of each bag alongside a food photograph.
Limited-edition sports collaborations can quickly feel like a logo slap on an existing design, but this one shows what happens when a designer builds a system from a cultural insight up.
