Pepsi Culture: A Celebration of Mexican Diversity

Designer Dennis Furniss Unveils Limited Edition Packaging Inspired by Mexican Cities

The Pepsi Culture series is more than just a packaging design; it's a tribute to the rich and diverse culture of Mexico. Each can in the series is distinct, reflecting the unique traditions and people of the city it represents. From the ancient customs to the contemporary design edge, the series beautifully encapsulates PepsiCo's core value of celebrating diversity.

High-definition offset printing on aluminum was used to bring these designs to life. The 12 Oz cans, sold individually as a part of the series, showcase the vibrant colors and intricate patterns that are a testament to the artistic heritage of the represented cities. The designs are not only visually appealing but also serve as a medium for storytelling, connecting the consumers to the heart of each city.

The initiative, which started in the fall of 2020 in Mexico, quickly gained nationwide popularity. The demand was so high that additional production had to be initiated to meet the market needs. This success was not limited to sales volume but also extended to brand awareness and earned media, with millions of people sharing posts of the series on various social platforms.

Creating the Pepsi Culture series was not without its challenges. The design team had to delve deep into the culture of each city, understanding and translating the meaningful cultural associations and arts that thrive within each. This detailed process, which took six months to complete, was supported by a light qualitative process to access the design approach. The result was a well-designed can series that resonated with the consumers and celebrated the cultural-art of each city.

The Pepsi Culture series has been recognized for its innovative design approach and was awarded the Golden A' Packaging Design Award in 2021. This award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. The Pepsi Culture series, with its blend of ancient meanings and modern design aesthetics, perfectly reflects the ethos and modernity of the Pepsi brand.