Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta by Dennis Furniss

Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Duais Óir A' Design Award in Dearadh Pacáistíochta Competition Category.

ÓrPacáistíocht· 2021

Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta

by Dennis Furniss

Client: Pepsi

Duais Óir A' Design Award Winner in Pacáistíocht Category

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Colors

The Design

About Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta

Is sraith cannaí eagrán teoranta é Pepsi Culture a cruthaíodh do bhranda deochanna boga i Meicsiceo. Tá sé channa inbhailithe sa tsraith, agus déanann gach canna ionadaíocht ar chathair Mheicsiceach amháin. Aistrítear scéalta áitiúla, traidisiúin agus tagairtí ealaíne go patrúin léiritheacha a chomhcheanglaíonn siombailí cultúrtha seanbhunaithe le cur chuige dearaidh comhaimseartha. Tá gach canna déanta as alúmanam, coinníonn sé 12 unsa agus tá bailchríoch air le priontáil fhritseach ardghléine. Díoltar na cannaí ina n-aonar agus le chéile cruthaíonn siad sraith a léiríonn éagsúlacht réigiúnach.

The Recognition

About the Duais Óir A' Design Award

Bhuaigh an dearadh Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta Duais Óir A' Design Award, aitheantas thar a bheith clúiteach a bhronntar ar dhearaí den chéad scoth, iontacha agus sármhaithe. Is cruthuithe an-nuálacha, fíorasacha agus drithleacha iad buaiteoirí Óir a léiríonn géiniais, eagna agus máistreacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta ina aireagán a mholtar go mór, ceannródaíoch agus séadchomharthach a sholáthraíonn luach nach bhfacthas riamh cheana. Is tionscadal iontach, measúil é an dearadh seo a bhuaigh Duais Óir A' Design Award a dhéanann sárleas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Cruthaíonn an dearadh Pepsi Culture Sraith Cannaí Dí Eagrán Teoranta mothúcháin dhian mhianta, músclaíonn sé paisean, spreagann sé cruthaitheacht agus cuireann sé draíocht orainn.

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.