PepsiCo Foundation Systema Identitatis by Dennis Furniss

PepsiCo Foundation Systema Identitatis by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Argenteum in Graphica Competition Category.

ArgentumGraphica· 2021

PepsiCo Foundation Systema Identitatis

by Dennis Furniss

Client: PepsiCo International Mexico

Praemium A' Design Award Argenteum Winner in Graphica Category

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Verified Award Winner

Verify Award Status for #122974

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Colors

The Design

About PepsiCo Foundation Systema Identitatis

Fundatio PepsiCo est systema identitatis pro instituto non lucrativo creatum, quod communitatibus in Mexico et America Latina auxilium praebet. Consilium linguam visualem corporatam alia magis humana substituit. Formae archetypae tres praecipuas fundationis columnas repraesentant. In systemate modulari hae formae coniunguntur ac multiplicantur ut ornamenta texturasque efficiant. Genus litterarum geometricum, colorum copia vividissima, ratio photographica et ratio illustrationis identitatem complent. Systema libro signi digitali applicatur atque rebus eventuum, ut sunt indusia, sacci et pilei.

The Recognition

About the Praemium A' Design Award Argenteum

PepsiCo Foundation Systema Identitatis victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur PepsiCo Foundation Systema Identitatis opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. PepsiCo Foundation Systema Identitatis creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

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