Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition) by Dennis Furniss

Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition) by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Igihembo cya A' Design Award cya Zahabu in Igishushanyo cy'Ipaki Competition Category.

ZahabuIpaki· 2021

Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition)

by Dennis Furniss

Client: Pepsi

Igihembo cya A' Design Award cya Zahabu Winner in Ipaki Category

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Colors

The Design

About Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition)

Pepsi Culture ni uruhererekane rw'amakopo yo mu bwoko budasanzwe rwakozwe ku kigo cy'ibinyobwa bidasembuye cyo muri Megizike. Uru ruhererekane rugizwe n'amakopo atandatu abikwa nk'ibikoresho by'agaciro, kandi buri kopo ihagarariye umujyi umwe wa Megizike. Inkuru zaho, imigenzo n'ibihangano by'ubugeni bihindurwa mu mashusho y'imitako ihuza ibimenyetso ndangamuco byamaze igihe kirekire n'uburyo bugezweho bwo gukora imishushanyo. Buri kopo ikozwe muri aluminiyumu, ipima ounces 12 kandi irangizwa n'icapiro rya offset ry'ubuziranenge bwo mu rwego rwo hejuru. Aya makopo agurishwa kimwe kimwe kandi hamwe agize uruhererekane rugaragaza ubudasa bw'uturere.

The Recognition

About the Igihembo cya A' Design Award cya Zahabu

Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition) ni uwegukanye Igihembo cya A' Design Award cya Zahabu, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo biri ku rwego rwa mbere, bitangaje kandi by'indashyikirwa. Abegukanye Zahabu ni ibihangano birimo udushya twinshi, bifite icyerekezo kandi bimurika, bigaragaza impano, ubwenge n'ubuhanga bw'ababihanze. Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition) biteganyijwe ko izaba igihangano gishimwa cyane, gishyiraho imigendekere mishya kandi gitanga agaciro katigeze kaboneka. Iki gishushanyo cyegukanye Zahabu ni umushinga utangaje kandi wubahwa ugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Pepsi Culture Uruhererekane rw'Amakopo y'Ibinyobwa yo mu Bwoko Budasanzwe (Limited Edition) itera ibyifuzo bikomeye, ikangura ishyaka, ishishikariza guhanga kandi igatwara imitima yacu.

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.