Revolutionizing Festive Packaging: Pepsi x 7Up Chinese New Year LTO Cans

PepsiCo Design & Innovation's Award-Winning Approach to Celebratory Brand Packaging

The Pepsi & 7UP Malaysia Chinese New Year Limited Edition Cans are more than just containers for popular beverages. They are a celebration of one of the most significant and traditional festivities of the year, designed to connect emotionally with consumers. The series of four limited edition cans became one of the most sought-after items during the Chinese New Year celebrations, thanks to their unique pop art illustrations and limited availability.

The design's strength lies in its creative direction, which contrasts fluid and rigid shapes to depict iconic visual elements unique to the Chinese New Year. These symbols, including plum blossoms, fish, lanterns, and firecrackers, are subtly concealed within the beautiful, decorative pattern. The story behind the design gradually unfolds as the consumer discovers symbol after symbol, enhancing the emotional connection and the overall user experience.

PepsiCo Design & Innovation's approach to this project showcases the power of design in transforming everyday items into emotionally resonant pieces. The use of pop art illustrations adds a modern twist to traditional symbols, demonstrating the potential for design to bridge the gap between the old and the new, the familiar and the novel.

Such an innovative approach to brand packaging did not go unnoticed in the design world. The Pepsi x 7UP Chinese New Year LTO Cans were awarded the Golden A' Food, Beverage and Culinary Arts Design Award in 2018. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. It honors products and ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

Through this project, PepsiCo Design & Innovation has demonstrated the potential for design to transform the mundane into the extraordinary, to create products that not only serve a practical purpose but also connect with consumers on a deeper, emotional level. It's a testament to the power of design and its ability to enrich our everyday experiences.