The Business Challenge:

As Pepsi maintains its popularity amongst younger drinkers in China, the need to compete with the waves of competitor innovation has led to a variety of new flavors and variants. Most recent is “Pepsi Taiqi”, inspired by smooth, Oriental flavors. But how to design to fit within yet standout from the Pepsi range?

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The Design Solution:

Authentically Chinese, but also true to Pepsi’s global design DNA? Taking the Pepsi blue foundation, we created an energetic brushwork background layer as a canvas for both the eastern flavors and the Pepsi global assets. This foundation of a 国潮 design (“guochao” or China chic) then allowed hand painted ingredients to sweep across there pack and around the dominant Pepsi logo, for a bold addition to the range.

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The Project Scope:

VIS/Master Concept/Range adaptation/KV