Country
中国(China)
Official website
https://www.pepsico.com.cn(中国官网)/https://www.pepsico.com(全球网站)
Company Introduction
Founded in 1965, PepsiCo is a convenient food and beverage company and one of the most successful consumer goods companies in the world. PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. As one of the world's leading food and beverage companies as well as a major participant in the transformation of global food system, PepsiCo announced the launch of “Pep Positive”(pep+) in 2021, a strategic transformation of its overall business with sustainability at the center. With pep+, PepsiCo will drive action and progress across three key pillars - Positive Agriculture, Positive Value Chain, Positive Choices- to bring together a number of industry-leading 2030 goals.
Images
Brand Name
Pepsi-Cola
Designer Name
PepsiCo (China) Limited
Position of Designer
PepsiCo (China) Limited
Client
PepsiCo (China) Limited
Target Group
Those who pay attention to environmental issues and are curious about new things and new concepts. Sustainability has now permeated some consumers’ lives from a concept to a daily action, such as consciously reducing the use of plastic bags or purchasing objects designs for sustainability. Going hand in hand with the pioneers, providing convenient and environmentally friendly options can affect more people.
Major sales
电商 E-commerce
Positioning
大货 Mass Production
Design Story
background: The launch of "No label pack" is another move by PepsiCo to implement its sustainability strategy. PepsiCo has always been oriented towards a low-carbon, environmentally friendly and sustainable future, seeking for a better recycling system. Since 2020, PepsiCo has launched “PepsiCo Recycling”project in line with its sustainable plastics vision toward a world where plastics need never become waste, and has joined hands with industry partners to communicate the concept of plastic recycling to consumers. By launching "No label pack", PepsiCo aims to advocate its idea of“No label pack to protect the environment together", and speed up our steps towards a low-carbon future. Insight: 1)Environmental protection has gradually become a true behavior implemented by consumers in their daily life rather than merely being an concept to appeal for. Remove the label from the bottle, offer low-carbon product options, and make low-carbon life a matter of routine. 2)Plastic bottle is one of the most commonly used packaging forms of beverages. With its green design and capability of recycling, it offers the opportunity to bring more sustainable value to the industry and the environment for a long term. Design concept: Lower down material and energy consumption in production, simplify recycling processes, increase recycling rates and reduce carbon footprint.
Highlights
1)The product bottle follows PepsiCo’s patented design, while removing the plastic label from its body and the ink printing from its cap. The trademark is highlighted by embossing, and product-related information is laser-printed. Such design ensures the product being discernible, simplifies recycling steps, improves recycling rate, lower down materials as well as energy consumption, and reduce carbon footprint. The outer layer of the product is multi wrapped and packed with materials containing 24% recycled PE to reduce the use of virgin plastics. The "Please Recycle Me" sign is added, which consists of the recyclable identifier plus a “like”symbol, and incorporates two arrows around the center circle of the Chinese character “回” which stands for “cycle”, symbolizing that the bottles will be recycled and returned to consumers.
Market Performance
none
Material
PET塑料 PET material
Craft
1)The brand trademark is processed with embossed micro-mark to retain the brand identity and increase the design texture, while the product-related information is printed by laser technique. Previously, the embossing process was frequently used in glass products (including water and beverage packaging), and has gradually expanded to ordinary plastic packaging in recent years. Laser printing has been mature and widely used in the market. The outer layer of the product is multi wrapped and packed with materials containing 24% recycled PE, which is light and good looking, giving the beverage a strong protection with resistance to abrasion.
Does the design solve the problems that are common across the product category?
Plastic bottle is one of the most important forms in beverage packaging, while taking off labels from bottles during recycling process consumes considerable manpower and resources. Using “No label pack” and recycled PE materials can facilitate waste reduction and recycling, and continuously improve the proportion of recycled materials usage, while carrying out effective way to manage the material at the end of packaging life span, so as to simplify the plastic recycling process and fundamentally reduce carbon footprint.
What functional designs of the work have enhanced the user experience?
Removing labels from bottles can give consumers an intuitive visual impact, while passing on the brand’s carbon reduction idea of "No label pack to protect the environment together". PepsiCo hopes to join hands with consumers to accelerate our steps towards a low-carbon future.
Did the design help increase the sales performance of the product?
1)Up to the declaration time, the “No label pack”Pepsi-Cola has not been officially launched, and no sales data can be provided. 2) According to online reports about overseas market, in 2020, Coca-Cola Japan said that products with no label packaging drove the company's e-commerce sales performance from January to June, setting a record of double-digit growth year-on-year; Asahi Beverage said that the sales of its products with no label packaging from January to September have exceeded the annual sales plan.
Does the work consider sustainability (environmentally or commercially, or both)?
In terms of material, “No label pack” facilitate waste reduction and recycling, and continuously improve the proportion of recycled materials usage, while carrying out effective way to manage the material at the end of packaging life span, so as to simplify the plastic recycling process and fundamentally reduce carbon footprint. As for product, PepsiCo selects its 300ml mini pack cola (classic flavor), which can be commonly seen in the market and has certain consumer base, for changing to “No label pack”. When it comes to communication, “No label pack”offers an option of low-carbon product to consumers and make low-carbon life a matter of routine. In this way, the consumers are the ones who make purchases, and spread the idea as well.