The aim of this project is to develop a packaging redesign proposal for “Lay`s y flavor Campesinas” potato chips, giving them a fresh, urban, and contemporary aesthetic. The campaign seeks to reinforce the brand’s personality through a bold, modern, and visually engaging language that resonates with a young and creative audience. This redesign aims to highlight the product’s authentic flavor, its versatility, and its connection to everyday life, while presenting it through a more inspiring and current graphic lens. The urban concept becomes the central thread of the design, incorporating elements from the street environment—textures, graphics, colors, and attitude—to convey a casual, yet powerful visual identity. The intention is to project a renewed image that not only stands out on the shelf, but also speaks the language of a generation looking for something different, authentic, and full of character.