PepsiCo Foundation Sustav vizualnog identiteta by Dennis Furniss

PepsiCo Foundation Sustav vizualnog identiteta by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Srebrna nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizualne Komunikacije Competition Category.

SrebroGrafika· 2021

PepsiCo Foundation Sustav vizualnog identiteta

by Dennis Furniss

Client: PepsiCo International Mexico

Srebrna nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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Colors

The Design

About PepsiCo Foundation Sustav vizualnog identiteta

PepsiCo Foundation je sustav vizualnog identiteta osmišljen za neprofitnu organizaciju koja podupire zajednice u Meksiku i Latinskoj Americi. Dizajn zamjenjuje korporativni vizualni jezik onim humanijim. Arhetipski oblici predstavljaju tri glavna stupa zaklade. U modularnom sustavu ti se oblici kombiniraju i umnožavaju kako bi tvorili uzorke i teksture. Geometrijsko pismo, živa paleta boja, fotografski stil i ilustratorski stil upotpunjuju identitet. Sustav se primjenjuje na digitalnu knjigu marke te na materijale za događanja poput majica, torbi i kapa.

The Recognition

About the Srebrna nagrada A' Design Award

PepsiCo Foundation Sustav vizualnog identiteta je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da PepsiCo Foundation Sustav vizualnog identiteta bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. PepsiCo Foundation Sustav vizualnog identiteta je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In Latin America, the PepsiCo Foundation is a nonprofit focused on investing in communities to help them thrive. This is a mission of empathy and equity. However, the foundation had an identity that was strongly influenced by a corporate visual language. Our mission is to support their mission by developing a more human identity for the PepsiCo Foundation.
Dimensions & Packaging: There are not packaging deliveries
Tags: PepsiCo, Foundation, identity, system, strong, consistency
Production Technology: For this Identity System, the final delivery will be a digital brandbook and some merch materials for each event such as tshits, bags, hats, etc.
Design Challenge: A new colorful, dynamic and appealing system sprouted from all the different interactions creating attractive pattern and textural expressions rooted in a mission driven symbology. We developed a clear geometric typeface and a vibrant color palette. We chose a photography style that highlights both the power of individuals and communities. Inspired by the magnificent, empowered portraits from the muralist Diego Rivera, an illustration style was generated.
Research: Our solution was simple. It is all about action. Putting things into motion. Think of it in an elemental way. When simple things come together and activate they are the building blocks of bigger, more powerful movements. Our concept was anchored in the idea of Simple Great Help. Then came the visual translation. Archetypal shapes were chosen to identify the three main pillars of the foundation. In this modular system these building blocks multiply and interact to form the greater whole. As levels of complexity expand the possible interaction of the shapes mix and match to create brand expressions as the communication need arises.
Inspiration: After a bit of research, we identified a greater opportunity. Like many nonprofits that put most of their resources into program work, design tends to be done on a project by project basis. The organization didnt have a strong or consistent visual language that could identify volunteers. We felt there was a need for empathy. To touch people emotionally. To powerfully communicate the issues PepsiCo Foundation tackles. To get people involved in the difficult work of helping others.
Project Duration: Launch Date: DEC 2020 Mexico City with possibilities to be expand to LATAM and Global
Operation Flow: Internally, the new identity was so well received that its scope of implementation increased dramatically. This started out as a regional identity for Mexico. Then it expanded to LatAm. Not there is conversations happening about making it the global identity too. They saw an increase in volunteer donations which translated into programs that had a positive impact for half a million people. And that is just since the new identity launched in 2020. 14 Million food portions were distributed all over Mexico. Employee contribution was multiplied by 14 for water and food security to different communities.
Patents: Copyrights: PepsiCo International Mexico
Team Members: Innovation Design Center LATAM
Image Credits: All Images: Design Innovation Center LATAM