Pepsi's NFL Limited Edition: A Game-Changing Packaging Design

Unveiling Dennis Furniss' Award-Winning Design for PepsiCo's NFL Limited Edition

The design was inspired by the dynamism of the sport. Pepsi developed an illustration style that captures the physicality of the game and exaggerates the players' proportions. Using team-specific color palettes, Pepsi created a collection for Mexico, designing cans for the Dallas Cowboys, Pittsburgh Steelers, Las Vegas Raiders, and the New England Patriots.

What sets this design apart is its direct connection with a digital campaign, creating a unique football experience. The limited edition was developed to celebrate the love for American football in Mexico, spotlighting four teams. The design was realized using high-definition offset printing on aluminum cans, with technical specifications of 110 mm x 50 mm x 110 mm and a weight of 18.5 lbs.

The product was distributed through traditional and modern channels, with customers able to purchase it in-store or online through Amazon Mexico. The design project took three months, from November 2020 to February 2021, and was conducted in Mexico.

Research played a crucial role in the design process. The team worked closely with NFL Mexico to understand which teams were most beloved by the local audience, based on the number of followers. This information was used to craft the collection, ensuring it brought to life the excitement and love for those teams.

One of the challenges in developing this can series was understanding the global context. Due to lockdown restrictions, sports fans could not attend live events or travel. This insight was important in developing the creative and aiming to bring some of that excitement into people's homes through this unique offering.

The design celebrates the NFL in Mexico with a limited-time offer can series that harnesses the power of the game. The approach dramatizes the athletic power of the players and celebrates four NFL teams. The visual language heroes illustration within a design that showcases the passion of the National Football League. The design reflects the strength and endurance of players and the pure emotion that keeps fans engaged all game season.

The design was awarded the Platinum A' Packaging Design Award in 2021, recognizing world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, genius, and contribute to societal wellbeing. Awarded to the defining aesthetics of an era, they advance the boundaries of art, science, design, and technology, exhibiting transcendent excellence and making the world a better place.