Pepsi Culture 限量版饮料罐系列 by Dennis Furniss

Pepsi Culture 限量版饮料罐系列 by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award 金奖 in 包装设计 Competition Category.

金包装· 2021

Pepsi Culture 限量版饮料罐系列

by Dennis Furniss

Client: Pepsi

A' Design Award 金奖 Winner in 包装 Category

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Verified Award Winner
Verify Award Status for #123071

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Colors

The Design

About Pepsi Culture 限量版饮料罐系列

Pepsi Culture(百事文化)是为墨西哥一家软饮料品牌打造的限量版罐身系列。该系列由六款可收藏罐组成,每一款罐身代表一座墨西哥城市。当地的故事、传统与艺术元素被转化为插画图案,将源远流长的文化符号与当代设计手法相融合。每只罐体采用铝材制成,容量为12盎司,表面以高清胶印工艺完成。这些罐装产品单独销售,汇集在一起则构成一个展现地域多样性的完整系列。

The Recognition

About the A' Design Award 金奖

Pepsi Culture 限量版饮料罐系列是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Pepsi Culture 限量版饮料罐系列将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Pepsi Culture 限量版饮料罐系列激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

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.