Image Credit : PepsiCo Design & Innovation
Project Overview
Think globally. Act locally. That’s the mantra for the Pepsi Culture Can Series. This limited-edition packaging initiative realized unique, hyperlocal designs for markets all across the globe. This series was activated in over 10 countries and expressed through more than 40 unique designs.
Project Commissioner
Project Creator
Team
PepsiCo Design & Innovation
Project Brief
Our identity, pride, and sense of community were stronger than ever in 2019. The Pepsi Culture Can Series is a global platform designed around those things that bind us together. The symbols. The food. The images. The music. The architecture. All the stuff of culture we turn to for hope and joy. This global series celebrates the spirit, the culture and the community of our local markets.
From China to India, Saudi Arabia to Jordan, and on the other side of the world in Mexico, the Pepsi Culture Can tapped into the DNA of local markets. Often working with local artists and designers, we uncovered symbols of unity, hope, and joy. And then we infused these — often traditional designs — with the youthful optimism of the Pepsi brand. The end product was unmistakably Pepsi. But undoubtedly local. Can by can, city by city, country by country, continent by continent this series spread across the globe leaving love and joy in its wake.
Project Innovation/Need
The Pepsi Culture Can Series is a global platform designed around those things that bind us together. The symbols. The food. The images. The music. The architecture. All the stuff of culture we turn to for hope and joy. This global series celebrates the spirit, the culture and the community of our local markets.
Design Challenge
From China to India, Saudi Arabia to Jordan, and on the other side of the world in Mexico, the Pepsi Culture Can tapped into the DNA of local markets. Often working with local artists and designers, we uncovered symbols of unity, hope, and joy. And then we infused these — often traditional designs — with the youthful optimism of the Pepsi brand.
Effectiveness
You might not find a chapter in an MBA text that recommends changing your packaging region by region. This wasn’t a marketing initiative. We weren’t after lift. At the end of the day, the Pepsi Culture Can Series was about using design to put a smile on peoples’ face. It was about doing our small part to bring people together. We did this for the love of hope. For the love of people. For the love of design. If you measure success in smiles, we believe that we knocked it out of the park.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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