Pepsi x Italian Design Icons: A Celebration of Italian Culture

PepsiCo Design & Innovation's Award-Winning Can Graphics Pay Homage to Italy's Rich Heritage

The inspiration behind this unique series is deeply rooted in Italy's diverse cultural landscape. Each can in the series represents a different aspect of Italian life, yet together they form a cohesive tribute to a nation united by its people. One can features the beloved regional cuisine of pasta, another showcases iconic hand gestures with a pop art twist, and the last highlights famous Italian landmarks and the timeless tradition of collecting souvenirs.

PepsiCo Design & Innovation's approach to this project was to create a design that not only stands out visually but also tells a story. The result is a series of cans that are not just containers for a beverage, but also a celebration of Italy's culture and the determination to enjoy life to its fullest. This design philosophy sets the Pepsi x Italian Design Icons apart from other can graphics.

The Pepsi x Italian Design Icons was awarded the Silver A' Packaging Design Award in 2017. This prestigious accolade is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. Designs that receive this award are admired for their strong technical characteristics and splendid artistic skill, showcasing a remarkable level of excellence and introducing positive feelings, amazement, and wonder.

The success of the Pepsi x Italian Design Icons is a testament to the power of design to transcend its functional role and become a medium for cultural expression. It is a shining example of how design can be used to tell a story, evoke emotions, and celebrate a nation's culture. This project is a testament to PepsiCo Design & Innovation's ability to create designs that are not only visually appealing but also meaningful and culturally relevant.

In conclusion, the Pepsi x Italian Design Icons is a remarkable example of how design can be used to celebrate culture and heritage. It is a testament to PepsiCo Design & Innovation's commitment to creating designs that are not only visually appealing but also tell a story and evoke emotion. This project serves as an inspiration for designers to look beyond the functional aspects of design and explore its potential as a medium for cultural expression.