Pepsi Culture Edizio Mugatuko Edari Laten Seriea by Dennis Furniss

Pepsi Culture Edizio Mugatuko Edari Laten Seriea by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Urrezko Saria A' Design Award in Ontziketa Diseinua Competition Category.

UrreOntziketa· 2021

Pepsi Culture Edizio Mugatuko Edari Laten Seriea

by Dennis Furniss

Client: Pepsi

Urrezko Saria A' Design Award Winner in Ontziketa Category

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Colors

The Design

About Pepsi Culture Edizio Mugatuko Edari Laten Seriea

Pepsi Culture Mexikoko freskagarri-marka batentzat sortutako edizio mugatuko laten seriea da. Seriea sei lata bildumagarriz osatuta dago, eta lata bakoitzak Mexikoko hiri bat irudikatzen du. Tokiko istorioak, tradizioak eta arte-erreferentziak eredu ilustratzaile bihurtzen dira, aspaldiko sinbolo kulturalak diseinu-ikuspegi garaikide batekin uztartuz. Lata bakoitza aluminiozkoa da, 12 ontza hartzen ditu eta bereizmen handiko offset inprimaketarekin akabatua dago. Latak banaka saltzen dira eta, elkarrekin, eskualde-aniztasuna islatzen duen serie bat osatzen dute.

The Recognition

About the Urrezko Saria A' Design Award

Pepsi Culture Edizio Mugatuko Edari Laten Seriea Urrezko Saria A' Design Award irabazlea da, lehen mailako, zoragarriak eta nabarmenak diren diseinuei ematen zaien aitorpen izugarri prestijiotsua. Urre-mailako irabazleak berrikuntzaz beteriko, ikuspegi handiko eta distiraz liluragarriak diren sorkuntzak dira, beren diseinatzaileen genioa, jakituria eta trebetasuna islatzen dutenak. Pepsi Culture Edizio Mugatuko Edari Laten Seriea oso goraipatua, joera-markatzailea eta monumentala den asmakizuna izatea espero da, balio aurrekaririk gabea eskaintzen duena. Urrezko Saria A' Design Award irabazi duen diseinu hau proiektu ikusgarri eta errespetatua da, artearen, zientziaren, diseinuaren eta teknologiaren mugak oso onuragarriro zabaltzen dituena. Pepsi Culture Edizio Mugatuko Edari Laten Seriea desira-sentimendu biziak sortzen dituen, grina pizten duen, sormena bultzatzen duen eta liluratzen gaituen lana da.

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.