Doritos Fiera Preta 2024: Celebrating Black Culture Through Design

PepsiCo Design and Innovation spotlights diverse voices with award-winning packaging

The Doritos Fiera Preta 2024 project draws inspiration from a commitment to diversity and inclusion, aiming to elevate voices that are often overlooked. In collaboration with Preta Comics, an initiative of the Feira Preta Institute, PepsiCo Design and Innovation selected three Black artists to create packaging that honors and reflects the vibrancy of Black culture in Latin America.

Feira Preta, recognized as the largest event celebrating Black culture in Latin America, has evolved over sixteen years from a modest fair into a dynamic three-day festival. This event serves as a vital platform for the exchange of material and symbolic goods, the preservation of cultural roots, and the transmission of knowledge across generations. The Doritos Fiera Preta 2024 packaging encapsulates these values, transforming a snack brand into a canvas for cultural storytelling and empowerment.

What sets this design apart is its authentic representation of community and heritage. The packaging features artwork by local Black artists, each piece resonating with the spirit of Feira Preta. This approach not only highlights artistic talent but also fosters a sense of pride and visibility for Black creatives in the wider design landscape. The collaboration ensures that the packaging is more than just a visual statement—it is a celebration of identity and a call for positive change.

The project’s impact has been recognized with the prestigious Silver A' Packaging Design Award in 2025. This accolade is reserved for designs that demonstrate exceptional creativity, technical excellence, and the ability to inspire awe. The award underscores the significance of the Doritos Fiera Preta 2024 initiative in setting new standards for both design innovation and social responsibility within the industry.

Doritos Fiera Preta 2024 exemplifies how thoughtful design can bridge cultural gaps, empower marginalized communities, and spark meaningful conversations. By integrating art, heritage, and purpose, PepsiCo Design and Innovation continues to redefine the role of packaging in shaping inclusive and impactful consumer experiences.

As the design world moves toward greater inclusivity, projects like Doritos Fiera Preta 2024 serve as inspiring models for how brands can authentically engage with and uplift diverse communities through the power of design.