Country

U.S.A.(美国)

Official website

https://www.pepsico.com/

Company Introduction

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $67 billion in net revenue in 2019, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Images

Brand Name

Pepsi

Designer Name

PepsiCo Design & Innovation

Position of Designer

None

Client

PepsiCo

Target Group

Beverage Consumer

Major sales

E-commerce; Supermarket & CVS; Grocery

Positioning

Mass Production

Design Story

In a collaborative exploration of the inherent charm and sustainable value of Chinese cultural crafts, The Design Team created a series of Pepsi cans in partnership with China’s authoritative news media People's Daily. Promoting the three traditional Chinese cultural crafts of the Hunan province, we reimagined the long-standing and representative conventional craft products of the Hunan Miao minority nationality. The mass medium of visual communication through package design and utilizing new media platforms allowed us to empower traditional culture in innovative ways. In creating these fresh designs, we aimed to do our part to assist with the inheritance, dissemination, and development of Chinese traditional art, culture, and crafts. We melded Pepsi’s iconic elements with the style of Chinese traditional folk art, giving ancient Chinese cultural crafts a unique modern and visually enrapturing interpretation. Each of the can designs explores a different aspect of the Hunan province—including shadow theater puppetry, ceramic pottery, and paper cutting—all depicted in beautiful and thoughtful detail. Illustrated in a bright and approachable style, this Pepsi Culture Cans x People’s Daily series stays true to the global Pepsi brand while embracing local relevancy and exuding national pride.

Highlights

The mass medium of visual communication through package design and utilizing new media platforms allowed us to empower traditional culture in innovative ways. In creating these fresh designs, we aimed to do our part to assist with the inheritance, dissemination, and development of Chinese traditional art, culture, and crafts.

Market Performance

Confidential

Material

Other

Craft

None

Does the design solve the problems that are common across the product category?

None

What functional designs of the work have enhanced the user experience?

None

Did the design help increase the sales performance of the product?

None

Does the work consider sustainability (environmentally or commercially, or both)?

None