PEPSICO
DESIGN AND INNOVATION Volume 3
2016
Visit our website at design.pepsico.com
Introduction One Pepsi Pepsi Mini PepsiMoji Future Proofing No Sugar Lineup Spire Extensions Tropicana UK Redesign Lay’s Lifestyle Photography Super Friday Night Kola House at Pier 70 F!ZZ at NFLX Tostitos Cantina PepCity 2016 Pepsi Fan Deck Super Bowl 50 Pepsi Limited Edition Can Super Bowl 50 Pepsi Half Time Show Identity Sunbites Global Restage Stubborn Soda Drinkfinity Slim Cans Mix It Up Milan Design Week Lay’s Year of the Monkey Campaign Pure Leaf Tea House Spire x Benjamin Hubert Pepsi Perfect Pepsi Prestige Bottle Pepsi Fiat 500 x Garage Italia Customs F!ZZ Bar Drinkfinity GX: Custom Sports Fuel Quaker Oats Millery Apé Hello Goodness Vending Concept Solar Cart Lay’s Messi Campaign Kola House New York 1893 La Gazpachería by Alvalle Mtn Dew Global VIS Mtn Dew Kickstart Mtn Dew Spiked Lemonade Mtn Dew x NBA – The Courtside Project UEFA Champions League Festival UEFA Champions League Pop-Up Kola House UEFA Champions League Customer Party Hello Goodness Izze Lay’s Craft Seasoned
112
Life Wtr
116
Smartfood Delight
118
The Whole Lemon
120
Init
122
Pepsi E. Stage
126
Quaker Super Goodness
128
Mtn Dew Label Series
130
Simply
131
Stacy’s
132
7up Summer Cans
134
Lemon Lemon
138
Aquafina Structural Design
140
Aquafina Sparkling
141
Mist Twst
142
Quaker Granola – China
143
Quaker Inner Smile - China
144
Lay’s Billboard & Online Animation x TMall
146
Lay’s Chinese New Year
148
Quaker Billboard & Online Animation x TMall
150
Lay’s Smile Campaign 2.0
152
Quaker Biscuit Bites & Quaker Yogurt Bites
154
Pepsi Chinese New Year 2017
156
Pepsi x Shanghai Disney Resort
158
Pepsi x Shanghai Fashion Week A/W Limited Edition
160
Pepsi x Shanghai Fashion Week S/S Limited Edition
162
Gatorade Fuel Lab
163
Gatorade Bottle Trough
164
G Organic
165
Gatorade Gator Trailer
166
Gatorade Fuel Truck
167
Gatorade Hydration
168
Lay’s Oven Baked
170
Lay’s Shapes
172
Pure Leaf Tea House Collection Debut
174
Mobile Tasting Room – Pure Leaf Tea House Collection
178
Pure Leaf Retail
180
Mtn Dew Style Guide
182
Pepsi x Jeremy Scott
186
Pepsi x Fun
188
Pepsi Bramford Rolex
189
Anya Hindmarch x 7up
190
Pepsi x Peacebird
192
Pepsi x Zara
193
Pepsi x Topshop
194
Pepsi x Fila
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
CONTENTS
3 4 6 8 18 19 20 21 22 24 28 30 32 34 38 40 41 42 44 48 50 52 54 56 58 60 62 64 66 68 70 72 74 75 76 78 84 86 88 92 93 94 98 100 102 104 108 110
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
This year PepsiCo added new products and equipment and continued to expand our nutrition portfolio. To complement these new offerings, the Design function refreshed our work and created fully immersive brand activations for some of the world’s biggest events. We released the new global Visual Identity System of One Pepsi to refocus Pepsi by highlighting our core brand. Quaker went back to its heritage with a whole new look. Our impact at Super Bowl was larger than ever with interactive brand experiences throughout the week. At Milan Design Week, an unprecedented 33,000 people visited Mix It Up, our innovation showcase at this marquis event. The dream of building Kola House into a permanent location in NYC came true this fall, housing a world-class restaurant and featuring events from art, fashion and music’s emerging talent.
INTRODUCTION
PepsiCo Design & Innovation has always been dedicated to creating products, experiences and design that meets customer needs and resonates deeply. In 2016, the influence of PepsiCo Design reached further than ever before. We expanded our network - opening Design offices in London and Mexico to compliment an overseas expansion that began in Shanghai and Moscow – and fortified our domestic presence in both Chicago and Plano. These efforts have enabled us to further generate regional insights, increase the speed of innovation, elevate the quality of work across brands, and strengthen global strategies.
Equipment innovations like Hello Goodness are providing consumers with the good and better-for-you options they are looking for. With product innovation like Drinkfinity, now consumers have a personal and portable beverage system. We’ve expanded our licensing partnerships to collaborate with more groundbreaking designers and continue to spread the joy of Pepsi through artistic mediums. Our peers in the design community continue to honor our commitment to excellence, with the total number of awards won now totaling over 250 since 2014. These and many other projects brought meaningful interactions to consumers in 2016, and strengthened PepsiCo’s position as a thought leader in shaping the future of design, innovation and culture.
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ONE PEPSI 4
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PEPSI MINI 6
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PEPSIMOJI 8
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800+
UNIQUE GLOBAL PEPSIMOJIS
THAILAND
USA
10
TURKEY
AUSTRALIA
GUAM
RUSSIA
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FUTURE PROOFING 18
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NO SUGAR LINEUP
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SPIRE EXTENSIONS 20
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TROPICANA UK REDESIGN
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LAY'S LIFESTYLE PHOTOGRAPHY 22
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SUPER FRIDAY NIGHT
SUPER BOWL 50 24
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SUPER FRIDAY NIGHT
SUPER BOWL 50 26
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KOLA HOUSE AT PIER 70
SUPER BOWL 50 28
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F!ZZ AT NFLX
SUPER BOWL 50 30
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TOSTITOS CANTINA
SUPER BOWL 50 32
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PEPCITY 2016
SUPER BOWL 50 34
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PEPSI FAN DECK
LEVI’S® STADIUM 38
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SUPER BOWL 50 PEPSI LIMITED EDITION CAN 40
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SUPER BOWL 50 PEPSI HALFTIME SHOW IDENTITY
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SUNBITES GLOBAL RESTAGE 42
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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STUBBORN SODA 44
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DRINKFINITY 48
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SLIM CANS 50
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MIX IT UP 2016
MILAN DESIGN WEEK 52
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LAY’S YEAR OF THE MONKEY CAMPAIGN MIX IT UP – MILAN DESIGN WEEK 54
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PURE LEAF TEA HOUSE
MIX IT UP – MILAN DESIGN WEEK 56
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SPIRE x BENJAMIN HUBERT
MIX IT UP – MILAN DESIGN WEEK 58
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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PEPSI PERFECT
MIX IT UP – MILAN DESIGN WEEK 60
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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PEPSI PRESTIGE BOTTLE x KARIM RASHID MIX IT UP – MILAN DESIGN WEEK 62
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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PEPSI FIAT 500 x GARAGE ITALIA CUSTOMS MIX IT UP – MILAN DESIGN WEEK 64
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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F!ZZ BAR
MIX IT UP – MILAN DESIGN WEEK 66
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DRINKFINITY
MIX IT UP – MILAN DESIGN WEEK 68
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GX: CUSTOM SPORTS FUEL
MIX IT UP – MILAN DESIGN WEEK 70
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QUAKER OATS MILLERY APÉ
MIX IT UP – MILAN DESIGN WEEK
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PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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HELLO GOODNESS VENDING CONCEPT MIX IT UP – MILAN DESIGN WEEK 74
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
SOLAR CART
MIX IT UP – MILAN DESIGN WEEK
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LAY'S MESSI CAMPAIGN 76
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KOLA HOUSE NEW YORK 78
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1893 84
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LA GAZPACHERÍA BY ALVALLE 86
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MTN DEW GLOBAL VIS 88
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MTN DEW GLOBAL VIS 90 118
OPTION 2
INNOVATION // Volume Volume 33 // Confidential Confidential – for – for internal internal use use only only PEPSICO DESIGN DESIGN AND AND INNOVATION PEPSICO
MOUNTAIN DEW - 18 05 16
5
#ILOVEDUST
PEPSICO DESIGN DESIGN AND AND INNOVATION INNOVATION // Volume Volume 33 // Confidential Confidential – for – for internal internal use use only only PEPSICO
91 119
MTN DEW KICKSTART 92
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MTN DEW SPIKED LEMONADE
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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MTN DEW x NBA THE COURTSIDE PROJECT #DEWxNBA
84 94
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
THE COURTSIDE PROJECT PRESENTS
RUSSEL WESTBROOK
CHANCE THE RAPPER COMING SOON 11 . 0 7.16
PEPSICO PEPSICO DESIGN DESIGN AND AND INNOVATION INNOVATION // Volume Volume 33 // Confidential Confidential – for – for internal internal use use only only
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86 96
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UEFA CHAMPIONS LEAGUE FESTIVAL 98
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UEFA CHAMPIONS LEAGUE VILLAGE POP-UP KOLA HOUSE 100
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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UEFA CHAMPIONS LEAGUE CUSTOMER PARTY 102
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HELLO GOODNESS 104
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IZZE 108
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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LAY'S CRAFT SEASONED 110
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LIFE WTR 112
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Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater Inspiration on the outside, hydration on the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with electrolytes for taste. Cheers to inspiration.
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by MOMO Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by Jason Woodside Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater
Bespoke creation by MOMO Celebrate creative spirits around the world #mylifewater
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
PURIFIED WATER Inspiration on the outside, hydration on pH BALANCED ELECTROLYTES the inside. Refresh your mind and restore your body. LifeWater, pH-Balanced with FOR TASTE electrolytes for taste.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
Cheers to inspiration.
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
Bespoke creation by Craig & Karl Celebrate creative spirits around the world #mylifewater Inspiration on the outside, hydration on PURIFIED WATER the inside. Refresh your mind and restore pH BALANCED ELECTROLYTES your body. LifeWater, pH-Balanced with electrolytes for taste. FOR TASTE Cheers to inspiration.
PURIFIED WATER pH BALANCED ELECTROLYTES FOR TASTE
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SMARTFOOD DELIGHT 116
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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THE WHOLE LEMON 118
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INIT 120
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PEPSI E•STAGE
TOMMOROWLAND – SHANGHAI DISNEY 122
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QUAKER SUPER GOODNESS 126
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MTN DEW LABEL SERIES 128
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SIMPLY 130
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STACY'S
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7up SUMMER CANS 132
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LEMON LEMON 134
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AQUAFINA STRUCTURAL DESIGN 138
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AQUAFINA SPARKLING 140
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
MIST TWST
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QUAKER GRANOLA
CHINA 142
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
QUAKER INNER SMILE
CHINA
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LAY'S BILLBOARD & ONLINE ANIMATION x TMALL CHINA 144
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
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LAY'S CHINESE NEW YEAR
CHINA 146
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QUAKER BILLBOARD x TMALL
CHINA 148
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LAY'S SMILE CAMPAIGN 2.0
CHINA 150
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QUAKER BISCUIT BITES & QUAKER YOGURT BITES CHINA 152
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PEPSI CHINESE NEW YEAR 2017
CHINA 154
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PEPSI x SHANGHAI DISNEY RESORT CHINA 156
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PEPSI x SHANGHAI FASHION WEEK A/W LIMITED EDITION CHINA 158
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PEPSI x SHANGHAI FASHION WEEK S/S LIMITED EDITION CHINA 160
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GATORADE FUEL LAB 162
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GATORADE BOTTLE TROUGH
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G ORGANIC 164
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GATORADE GATOR TRAILER
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GATORADE FUEL TRUCK 166
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GATORADE HYDRATION
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LAY'S OVEN BAKED 168
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LAY'S SHAPES 170
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PURE LEAF TEA HOUSE COLLECTION DEBUT MODERNISM WEEK 172
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MOBILE TASTING ROOM
PURE LEAF TEA HOUSE COLLECTION 174
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PURE LEAF RETAIL 178
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MTN DEW STYLE GUIDE
LICENSING
COLLECTION 01 - DEW SPORT COMPOSED DESIGNS DewSport_Comp14.ai
DewSport_Comp15.ai
DewSport_Comp16.ai
THE ORIGINAL
Dew
40
180
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
COLLECTION 01 - DEW SPORT PRODUCT APPLICATIONS
COLLECTION 02 - DEW GAMER COMPOSED DESIGNS DewGamer_Comp07.psd
DewGamer_Comp08.ai
DewGamer_Comp09.psd
DewArt_Comp05.ai
DewArt_Comp06.ai
COLLECTION 03 - DEW ART COMPOSED DESIGNS DewArt_Comp04.psd
COLLECTION 04 - DEW OUTDOOR PRODUCT APPLICATIONS
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
181
PEPSI x JEREMY SCOTT
LICENSING 182
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
183
184
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
185
PEPSI x FUN
CHINA LICENSING 186
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
187
PEPSI BRAMFORD ROLEX
LICENSING 188
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
ANYA HINDMARCH x 7UP
LICENSING
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
189
PEPSI x PEACEBIRD
CHINA LICENSING 190
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
191
PEPSI x ZARA
LICENSING 192
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSI x TOPSHOP
LICENSING
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
193
PEPSI x FILA
LICENSING 194
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
PEPSICO DESIGN AND INNOVATION / Volume 3 / Confidential – for internal use only
195
PepsiCo Design & Innovation Center 350 Hudson Street, 2nd FL New York, NY 10014, USA www.pepsico.com/design PDI_16_V3
PepsiCo Confidential – for internal use only.