PepsiCo Foundation Primary Function: Pūnaha Tuakiri by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Hiriwa in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.
HiriwaWhakairoiro· 2021
PepsiCo Foundation Primary Function: Pūnaha Tuakiri
Client: PepsiCo International Mexico
A' Design Award Hiriwa Winner in Whakairoiro Category
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- Verified Award Winner
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The Design
About PepsiCo Foundation Primary Function: Pūnaha Tuakiri
Book Text: Ko PepsiCo Foundation he pūnaha tuakiri i hangaia mō tētahi whakahaere kore-huamoni e tautoko ana i ngā hapori i Mēhiko me Amerika ki te Tonga. Ka whakakapia e te hoahoa tētahi reo ataata umanga ki tētahi reo tangata ake. Ka tohu ngā āhua tauira i ngā pou matua e toru o te pūtea tautoko. I roto i tētahi pūnaha kōwae, ka whakakotahi, ka whakarearea hoki ēnei āhua hei hanga tauira me ngā kakano. Ka whakaotia te tuakiri e tētahi momotuhi āhuahanga, he papatae tae kaha, he momo whakaahua me tētahi momo whakaahuatanga. Ka whakamahia te pūnaha ki tētahi pukapuka waitohu matihiko me ngā rauemi takahanga pērā i ngā hāte, pēke me ngā pōtae.
The Recognition
About the A' Design Award Hiriwa
Ko PepsiCo Foundation Primary Function: Pūnaha Tuakiri te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko PepsiCo Foundation Primary Function: Pūnaha Tuakiri he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko PepsiCo Foundation Primary Function: Pūnaha Tuakiri he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.
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
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