Revitalizing PepsiCo Foundation's Identity: A Design Triumph

How Dennis Furniss and the Innovation Design Center LATAM Transformed PepsiCo Foundation's Visual Language

Previously, the PepsiCo Foundation's identity was heavily influenced by corporate visual language, which didn't quite resonate with its mission of investing in communities to help them thrive. Recognizing this disconnect, Furniss and his team embarked on a journey to develop a more human identity for the foundation. The design inspiration came from the need for a strong and consistent visual language that could identify volunteers and powerfully communicate the issues the foundation tackles.

The design process was rooted in the concept of 'Simple Great Help'. The team chose archetypal shapes to represent the foundation's three main pillars and developed a modular system where these building blocks could interact to form the greater whole. As the levels of complexity expanded, the possible interactions of the shapes mixed and matched to create brand expressions as the communication need arose.

The result was a colorful, dynamic, and appealing identity system that sprouted from the different interactions, creating attractive patterns and textural expressions rooted in mission-driven symbology. A clear geometric typeface, a vibrant color palette, and a photography style that highlights both the power of individuals and communities were chosen. An illustration style inspired by the empowered portraits from muralist Diego Rivera was also generated.

Internally, the new identity was so well received that its scope of implementation increased dramatically. Initially intended as a regional identity for Mexico, it expanded to Latin America, and there are now conversations about making it the global identity. The new identity has seen an increase in volunteer donations, which translated into programs that positively impacted half a million people since its launch in December 2020. Fourteen million food portions were distributed all over Mexico, and employee contributions were multiplied by 14 for water and food security to different communities.

The project's success was recognized when it was awarded Silver in A' Graphics, Illustration and Visual Communication Design Award in 2021. The award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.

In conclusion, the PepsiCo Foundation's new identity system is a testament to the power of design in amplifying the impact of an organization. It not only redefined the foundation's visual language but also helped it better resonate with its mission and the communities it serves. The project serves as a shining example of how design can be a powerful tool for change and community empowerment.