Pepsi Generations (Beverage Packaging) by PepsiCo Design and Innovation
2018 - 2019, Platinum A' Creative Legacy, Retro and Evergreen Design Award Winner
Pepsi’s long-term brand strategy is one of continual evolution, setting the trend to be relevant for each generation of fans. In 2018, Pepsi celebrated its legacy with the global Generations campaign. As a hit maker in pop culture and music, Pepsi set out to create designs that celebrated specific generations and the unique contributions made to pop culture and our collective memory.
The design strategy for the Generations campaign was to tap into Pepsi’s equity as a dynamic, evolving brand and celebrate its ever changing expressions that remain iconic today. Pepsi’s packaging has changed over the years, and a digital archive doesn’t exist for vintage designs, so the design team revived these iconic designs from the product archive to fit today’s manufacturing standards. The designs were created in multiple languages and across dozens of new formats.
Design Challenges
PepsiCo Design and Innovation did not encounter any design challenges while designing the award winning Pepsi Generations Beverage Packaging.
Production Technology
From an engineering point of view, the Pepsi Generations Beverage Packaging by PepsiCo Design and Innovation is a good example of a highly-developed project.
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