Pepsi Culture Limited Edition Packaging by Dennis Furniss |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Pepsi Culture PRIMARY FUNCTION: Limited Edition Packaging INSPIRATION: These six collectible limited-edition cans tell authentic stories from the six cities they represent in Mexico. Collectively creating a series they are inspired by local stories and traditions that make that particular region unique. Through storytelling and local art references, Pepsi brought the uniqueness of six Mexican cities together. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Celebrating the diversity of Latin America is the mantra for the Pepsi Culture can series. Through the limited-edition series PepsiCo created a unique design system that celebrates the rich and vibrant culture of six unique Mexican cities. Celebrating the uniqueness of the people and the individuality of each cities ancient traditions. Leveraging a contemporary design edge the approach aligns to the brands core value of celebrating diversity. OPERATION / FLOW / INTERACTION: Not applicable PROJECT DURATION AND LOCATION: The initiative started in the fall of 2020 in Mexico with a nationwide distribution. Sales sky-rocketed which led to additional production in order to meet meet demand. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: High definition offset printing on alluminum SPECIFICATIONS / TECHNICAL PROPERTIES: 12 Oz Cans, sold individually as a series. TAGS: Packaging Design, Pepsi Culture Series, Pepsi, Mexico, Latin America RESEARCH ABSTRACT: This is an ongoing program globally for the Pepsi brand, however, this is the first time we've explored hyperlocality as the theme for Design. It was a huge success with incredible results. Not only in sales volume, but also in building brand awareness and earned media. Across all social platforms we watched millions of people share posts of the series itself and millions of reposts in terms of the content we had also developed. CHALLENGE: This initiative was very an intuitive design program that relied heavily on understanding the culture of each city. To learn and gain insights we worked diligently to understand and translate the meaningful cultural associations and the arts that thrive within each individual city. A detailed process which took 6 months to complete. This was supported by a light qualitative process to access the design approach. In the end, we recognised that cultural-art has widespread appeal and launched with the confidence of knowing we had a well designed can series. ADDED DATE: 2021-03-06 16:41:02 TEAM MEMBERS (1) : PepsiCo Design Latin America IMAGE CREDITS: All work is wholly owned by Pepsico, inclusive of; brand trademarks, visuals and graphics, intellectual property. PATENTS/COPYRIGHTS: Not applicable |
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| Visit the following page to learn more: https://youtu.be/RC_SP0KkWFA | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Pepsi PROFILE: Pepsi has been bringing fun and refreshment to consumers for over 100 years. Today, the Pepsi continues to innovate new products, new flavors, new packages with varying themes that meet the growing demand for integrated brand experiences. Pepsi is constantly on the lookout for ways to ensure their consumers get the products they want, when they want them and where they want them. |
| AWARD DETAILS | |
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Pepsi Culture Limited Edition Packaging by Dennis Furniss is Winner in Packaging Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Dennis Furniss. · Click here to register inorder to view the profile and other works by Dennis Furniss. |
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