PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият by Dennis Furniss

PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Ҷоизаи нуқрагии A' Design Award in Дизайни графика, тасвирсозӣ ва иртиботи визуалӣ Competition Category.

НуқраГрафика· 2021

PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият

by Dennis Furniss

Client: PepsiCo International Mexico

Ҷоизаи нуқрагии A' Design Award Winner in Графика Category

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Colors

The Design

About PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият

Бунёди PepsiCo як системаи ҳувиятест, ки барои як созмони ғайритиҷоратӣ таҳия шудааст, ки ба ҷамоатҳо дар Мексика ва Амрикои Лотинӣ дастгирӣ мерасонад. Тарҳ забони визуалии корпоративиро бо забони боз ҳам инсонитар иваз мекунад. Шаклҳои архетипӣ се сутуни асосии бунёдро ифода мекунанд. Дар як системаи модулӣ, ин шаклҳо якҷоя шуда, зиёд мешаванд, то нақшу нигор ва бофтаҳоро ташкил диҳанд. Ҳуруфи геометрӣ, палитраи рангҳои дурахшон, услуби аксбардорӣ ва услуби тасвиркашӣ ҳувиятро пурра мекунанд. Система ба китоби рақамии бренд ва ба маводи чорабиниҳо ба монанди ҷомаҳо, халтаҳо ва кулоҳҳо татбиқ карда мешавад.

The Recognition

About the Ҷоизаи нуқрагии A' Design Award

PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият ғолиби Ҷоизаи нуқрагии A' Design Award аст, ки эътирофи фавқулодда обрӯманд буда, ба тарҳҳои сатҳи олӣ, зебо ва таъсирбахш дода мешавад. Ғолибони нуқра асарҳои бағоят дурахшон ва бениҳоят эҷодкоронаанд, ки таҷрибаи барҷаста, истеъдод ва зиракии тарроҳони худро нишон медиҳанд. Интизор меравад, ки PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият асари аҷоиб ва намунавӣ бошад, ки ба таври назаррас касбӣ ва амиқан навоваронаанд. Ин тарҳи ғолиби Ҷоизаи нуқрагии A' Design Award ихтирои хеле назаррас ва мавриди таҳсин аст, ки судманд аст ва ҳудуди санъат, илм, тарроҳӣ ва технологияро пеш мебарад. PepsiCo Foundation Функсияи асосӣ: Системаи ҳувият офаридаест, ки бисёриҳо ба он ҳасад мебаранд ва хостаҳоро бедор мекунад, эҳсосоти мусбат меорад ва ҳайрат ва тааҷҷуб ба вуҷуд меорад.

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