Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Or in Disseny d'Embalatge Competition Category.
OrEmbalatge· 2021
Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada
Client: Pepsi
A' Design Award d'Or Winner in Embalatge Category
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- Verified Award Winner
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The Design
About Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada
Pepsi Culture és una sèrie de llaunes d'edició limitada creada per a una marca de refrescos a Mèxic. La sèrie consta de sis llaunes col·leccionables, i cada llauna representa una ciutat mexicana. Les històries locals, les tradicions i les referències artístiques es tradueixen en patrons il·lustratius que combinen símbols culturals de llarga tradició amb un enfocament de disseny contemporani. Cada llauna està feta d'alumini, té una capacitat de 12 unces i s'acaba amb impressió òfset d'alta definició. Les llaunes es venen individualment i juntes formen una sèrie que reflecteix la diversitat regional.
The Recognition
About the A' Design Award d'Or
Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada és un guanyador del guardó A' Design Award d'Or, un reconeixement immensament prestigiós concedit a dissenys de primera categoria, meravellosos i extraordinaris. Els guanyadors d'Or són creacions summament innovadores, molt visionàries i gloriosament enlluernadores que reflecteixen el prodigi, la saviesa i la destresa dels seus dissenyadors. Es preveu que Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada sigui un invent molt elogiat, pioner en tendències i monumental, que aporta un valor sense precedents. Aquest disseny guanyador del guardó A' Design Award d'Or és un projecte espectacular i respectat que beneficia molt i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Pepsi Culture Sèrie de Llaunes de Beguda d'Edició Limitada crea sentiments intensos de desig, evoca passió, fomenta la creativitat i ens fascina.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- 12 Oz Cans, sold individually as a series.
- Tags
- Packaging Design, Pepsi Culture Series, Pepsi, Mexico, Latin America
- Production Technology
- High definition offset printing on alluminum
- Design 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.
- Research
- 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.
- 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.
- Project Duration
- 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.
- Operation Flow
- Not applicable
- Patents
- Not applicable
- Team Members
- PepsiCo Design Latin America
- Image Credits
- All work is wholly owned by Pepsico, inclusive of; brand trademarks, visuals and graphics, intellectual property.
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