For the launch of the new season, PepsiCo — via PS21 — asked us to carry the show's narrative into three packagings fans would actually love: snacks that connected with the plot, not just logos with a sticker on top.
We anchored everything in 1987, the year the new season is set, and built three independent designs straight from the story: Cheetos as the Demogorgon's claws, Doritos Upside Down in two flavours, and Bits Hellfire Club.
Every pack looks exactly as it would have come off the press back then — period structures, vintage logos, and print "mistakes" left in on purpose. PepsiCo never lets anyone touch their logos, but here we got to use the original vintage marks across the board — except for Bits, which didn't exist in '87, so we invented its heritage from scratch.
All three sold out: fans turned them into collector's items.
