Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Koura in Hoahoa Takai Competition Category.
KouraTakai· 2021
Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti
Client: Pepsi
A' Design Award Koura Winner in Takai Category
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- Verified Award Winner
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The Design
About Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti
Ko Pepsi Culture he raupapa kēne whakaputanga whāiti i hangaia mō tētahi waitohu inu ngāwari i Mēhiko. E ono ngā kēne kohikohi kei roto i te raupapa, ā, e whakaatu ana ia kēne i tētahi tāone nui o Mēhiko. Kua whakawhitia ngā kōrero ā-rohe, ngā tikanga tuku iho me ngā tohutoro toi hei tauira whakaahua e whakakotahi ana i ngā tohu ahurea kua roa e mau ana me tētahi huarahi hoahoa o nāianei. He konumohe ia kēne, e 12 aunehe te nui, ā, kua whakaotihia ki te tā offset kounga teitei. Ka hokona takitahi ngā kēne, ā, ka hono katoa hei raupapa e whakaata ana i te kanorau ā-rohe.
The Recognition
About the A' Design Award Koura
Ko Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti te toa o te A' Design Award Koura, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke tuatahi, whakamīharo me te hiranga. Ko ngā toa Koura he mahi tino auaha, he tirohanga mamao, he kanapa ahi, e whakaatu ana i te pūmanawa, te mātauranga me te tohungatanga o ā rātou kaihoahoa. E tūmanakohia ana ko Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti he hanganga tūnga e whakatū ana i ngā ia, he whakanuia rawa, e kawe mai ana i te uara kāore anō kia kitea. Ko tēnei hoahoa i toa i te Koura he kaupapa whakamīharo, whakahonoretia e whakawhānui ana i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ka whakaara a Pepsi Culture He Raupapa Kēne Inu Whakaputanga Whāiti i te hiahia nui, ka whakaoho i te kaingākau, ka whakatenatena i te auaha, ā, ka whakamīharo i a tātou.
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.
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