PepsiCo Foundation

Identity System for PepsiCo International Mexico

The objective of the project was to build an engaging, powerful and attractive identity system that captures the pillars of PepsiCo Foundation and celebrates the positive impact its work has in people and the world and reflects the human power behind it. The foundation demonstrates with acts the commitment to add the best of PepsiCo employees to make a difference to be a foundation that fuels change by empowering their communities to strengthen the elements of a system sustainable food food security, access to water and economic resilience.

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Download Press Kit № 122974 Identity System for PepsiCo International Mexico by Dennis Furniss to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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PepsiCo Foundation by Dennis Furniss

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Identity System by Dennis Furniss

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Dennis Furniss PepsiCo Foundation

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Dennis Furniss Identity System

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PepsiCo International MexicoBrand Logo

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PepsiCo Foundation Identity System Press Releases

Discover our press releases for PepsiCo Foundation available in the following languages: English.

PepsiCo Foundation Identity System Media Articles

Leverage our ready-to-publish articles on PepsiCo Foundation, offered in a range of languages: Hindi, Turkish, Arabic (Standard), Spanish, Dutch, Portuguese, Korean, Indonesian, Japanese, Russian, English, Italian, German, French and Chinese (Mandarin).

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.

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.

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.

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.

Image Credits

All Images: Design Innovation Center LATAM

Project Overview

PepsiCo Foundation Identity System has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Dennis Furniss was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work PepsiCo Foundation Identity System.

Dennis Furniss Press Releases

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Introducing the Redesigned Identity System for PepsiCo Foundation

Dennis Furniss Unveils a Human-Centric Identity System for PepsiCo Foundation, Launched in December 2020

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