Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang by Dennis Furniss

Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Moputso oa Khauta oa A' Design Award in Moralo wa Phuthelo Competition Category.

KhautaPhuthelo· 2021

Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang

by Dennis Furniss

Client: Pepsi

Moputso oa Khauta oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang

Pepsi Culture ke letoto la makotikoti a khatiso e fokolang le entsoeng bakeng sa lebitso la khoebo ea lino tse bonolo Mexico. Letoto lena le entsoe ka makotikoti a tšeletseng a bokelloang, 'me lekotikoti ka leng le emela motse o le mong oa Mexico. Lipale tsa lehae, meetlo le litšupiso tsa bonono li fetoletsoe ka mekhoa ea litšoantšo e kopanyang matšoao a setso a khale le mokhoa oa moralo oa sejoale-joale. Lekotikoti ka leng le entsoe ka aluminium, le tšoara li-ounce tse 12 'me le qetetsoe ka khatiso ea offset ea boleng bo phahameng. Makotikoti ana a rekisoa ka bomong 'me hammoho a etsa letoto le bonahatsang mefuta-futa ea libaka.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Pepsi Culture Letoto la Makotikoti a Lino a Khatiso e Fokolang e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

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.