BREATHTAKINGDesign Strategy2008.08.04ARNELL GROUP                                                4                        ...
A. BREAKING THE CODE FOR INNOVATION   From Convention to Innovation
BREATHTAKINGTrajectory of InnovationA. How do we move from convention to innovation?               CONVENTION             ...
B. THE ORIGINS OF CREATIVE ENDEAVORS   Universal Design Principles and PepsiCo’s Brand Heritage
BREATHTAKINGBrand Heritage and the Aesthetics of SimplicityThe Pepsi ethos has evolved over time. The vocabulary of truth ...
BREATHTAKINGUniversal Design PrinciplesBREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in...
BREATHTAKINGIconic GeometryDerived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms andprop...
BREATHTAKINGTracing the Pepsi DNA - 18981896 Pepsi Geometries: Perimeter OscillationsThe Pepsi DNA finds its origin in the ...
BREATHTAKINGTracing the Pepsi DNA - 19051905 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19061906 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19291929 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19301930 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19621962 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19711971 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19911991 Pepsi Geometries: Perimeter Oscillations                                14°
BREATHTAKINGTracing the Pepsi DNA - 19981998 Pepsi Geometries: Perimeter Oscillations
C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE   Applying Universal Laws to Establish a Blueprint for the Brand
BREATHTAKINGCreation of Identity: PrecedentsArtists and architects have proportioned their works to approximate the Golden...
BREATHTAKINGCreation of Identity: A Blueprint for ProportionsA. The Golden Ratio                       B. The Pepsi Ratio ...
BREATHTAKINGCreation of Identity: Scales and Dynamic RelationshipsA. Geometry of Aesthetics: Proportion   The Golden Ratio...
BREATHTAKINGCreation of Identity: Dynamic ForcesA. The Earth’s Geodynamo                                     A. The Pepsi ...
BREATHTAKINGCreation of Identity: Multiple Perspectives       Multiple point of views, One Object    One Identity, Multipl...
BREATHTAKINGCreation of Identity: The Face of a New Generation
BREATHTAKINGCreation of Identity: A Multi-Dimensionalized BrandA. Motion Transforms 2D into 3D                            ...
BREATHTAKINGCreation of Identity: Color TheoryA. Objective Color / Subjective Emotion                  B. Breathtaking Col...
BREATHTAKINGCreation of Identity: Gravitational PullAttraction Theory: The Pepsi PropositionEstablishment of a gravitation...
BREATHTAKINGCreation of Identity: The Pepsi UniverseA. Universe Expansion                                  B. The Pepsi Or...
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Pepsi gravitational field

  1. 1. BREATHTAKINGDesign Strategy2008.08.04ARNELL GROUP 4 .08.0 2008 ESS GR RO K IN P WOR
  2. 2. A. BREAKING THE CODE FOR INNOVATION From Convention to Innovation
  3. 3. BREATHTAKINGTrajectory of InnovationA. How do we move from convention to innovation? CONVENTION INNOVATIONB. By investing in our history and brand ethos we can create a new trajectory forward. CONVENTION INNOVATION DNAC. The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future. FUTURE CONVENTION INNOVATION DNAD. Continued investment provides us with a clear resource for reinvention. FUTURE CONVENTION INNOVATION DNA
  4. 4. B. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo’s Brand Heritage
  5. 5. BREATHTAKINGBrand Heritage and the Aesthetics of SimplicityThe Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomenain the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. PepsiBREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path.Going back-to-the-roots moves the brand forward as it changes the trajectory of the future. 1910 1970 2009
  6. 6. BREATHTAKINGUniversal Design PrinciplesBREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creatingan authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.3000 BC 600 BC 300 BC 278 BC 70 BC 1452 1455 1637 1858 1948 2009Vāstu Śāstra: Musica Mundana: Golden Ratio: Feng Shui: Vitruvian Principle: The Art of Building: Vitruvian La Géométrie: Möbius Strip: The Modulor: Pepsi: Renaissance:Hindu Tradition of Pythagoras creates Euclid explores the Ancient Chinese art In “De Architectura” Alberti draws on the Rediscovery of the Descartes develops Möbius creates a Le Corbusier draws Pepsi introducesnumerical harmony spatial hierarchies mathematics and of placement and he demands: strong, relation of numbers Vitruvian principles the cartesian surface with only algebraic relations in Breathtakingas spatial organizer from musical scales proportion of nature spatial arrangement useful, beautiful. and areas and their publication coordinate system one side and edge the human bodyNatural Sunflower Grid Euclidian Geometry Natural Golden Spiral Natural Magnetic Energy “De Architectura” Long: 1:1, 2:3, 3:4 g Da Vinci’s Vitruvian Man “De La Method” Möbius Strip The ModulorCity Grid Proportions of a Circle Parthenon Duality in Balance Greek House Plan Middle: 2:4, 4:9, 9:16 Vitruvian Sphere Proportional Compass Construction of the Strip Hand ProportionDome Grid Sub-Proportions Da Vinci’s Mona Lisa Elements of Energy Short: 1:1, 2:3, 3:4 Vitruvian Theater Head RotationHouse Grid Geometric Golden Mean Vitruvian Analemma
  7. 7. BREATHTAKINGIconic GeometryDerived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms andproportions, BREATHTAKING revitalizes the essence of PepsiCo in creating an iconic shape for the brand. 1898 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 1898-2009 Retain the best of PepsiCo’s history and shape the next PepsiCo bottle into an icon for the brand.
  8. 8. BREATHTAKINGTracing the Pepsi DNA - 18981896 Pepsi Geometries: Perimeter OscillationsThe Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authenticgeometry that is to become proprietary to the Pepsi culture.
  9. 9. BREATHTAKINGTracing the Pepsi DNA - 19051905 Pepsi Geometries: Perimeter Oscillations
  10. 10. BREATHTAKINGTracing the Pepsi DNA - 19061906 Pepsi Geometries: Perimeter Oscillations
  11. 11. BREATHTAKINGTracing the Pepsi DNA - 19291929 Pepsi Geometries: Perimeter Oscillations
  12. 12. BREATHTAKINGTracing the Pepsi DNA - 19301930 Pepsi Geometries: Perimeter Oscillations
  13. 13. BREATHTAKINGTracing the Pepsi DNA - 19621962 Pepsi Geometries: Perimeter Oscillations
  14. 14. BREATHTAKINGTracing the Pepsi DNA - 19711971 Pepsi Geometries: Perimeter Oscillations
  15. 15. BREATHTAKINGTracing the Pepsi DNA - 19911991 Pepsi Geometries: Perimeter Oscillations 14°
  16. 16. BREATHTAKINGTracing the Pepsi DNA - 19981998 Pepsi Geometries: Perimeter Oscillations
  17. 17. C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE Applying Universal Laws to Establish a Blueprint for the Brand
  18. 18. BREATHTAKINGCreation of Identity: PrecedentsArtists and architects have proportioned their works to approximate the Golden Ratio, especially in the formof the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believethis proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in humanperception of beauty. Height and width of the Parthenon is proportioned to yield a Golden Rectangle. Leonardo Da Vinci studied the proportion of the human face and applied his findings in the Mona Lisa painting. Book format and page layout are based on the Golden Proportion. The diameter of the Nautilus Shell increases proportionally with the Golden Ration.
  19. 19. BREATHTAKINGCreation of Identity: A Blueprint for ProportionsA. The Golden Ratio B. The Pepsi Ratio It starts with a square. It starts with a circle. a a 1. Draw a circle with diameter d=a. a 0.5a a 2. Find its center and draw two same size circles with diameter d=0.5a. 0.5a a 0.5a 45° a 3. Rotate the centerline 45°. Copy one of the smaller circles. Place its center on the intersection 0.5a of the larger circle and the rotated centerline. 0.5a 0.5a 0.5a a 4. Draw a circle that lies within the larger one. Its diameter is such that it touches all three circles 0.5a in exactly and only in one point. 0.5a b a b a 56° 5. Rotate the centerline by 56°. Place the smallest circle with its center on the intersection of the largest circle and the rotated centerline. a=1.61803399 b=1 a b a 6. The Pepsi brand is created by intersecting circles with a set proportion to each other. The coordinates are marked (x). a=1.61803399 b=1 0.5b 0.5a 7. The Pepsi Ratio is created by two simple circles, that are in a set ratio to each other: The Golden Ratio. 0.5b 0.5a a=1.61803399 b=1 8. The Pepsi Ratio is aesthetic geometry. a=1.61803399 b=1
  20. 20. BREATHTAKINGCreation of Identity: Scales and Dynamic RelationshipsA. Geometry of Aesthetics: Proportion The Golden Ratio establishes a proportion of one part (a) relative to another (b). Playing by these rules produces an aesteticism that is universally accepted to be in balance and harmony. The Pepsi aesthetic respects these rules: The brand identity can be derived from two circles, that have a set relation to each other. a b a=a a b b=bB. Geometry of Aesthetics: Dynamics b b d d a 45° D A c c C 36°
  21. 21. BREATHTAKINGCreation of Identity: Dynamic ForcesA. The Earth’s Geodynamo A. The Pepsi Globe A naturally occurring electric generator in fluid motion generates and sustains the Earth’s magnetic field.B. Magnetic Fields B. Pepsi Energy Fields Magnetic fields exert forces on inner and outer Symmetrical energy fields are in balance. surfaces of the Earth. S N S NC. Magnetic Dynamics C. The Pepsi Globe Dynamics Magnetic field are impacted by sun radiation Emotive forces shape the gestalt of the brand identity. and wind motion. 2008 2010
  22. 22. BREATHTAKINGCreation of Identity: Multiple Perspectives Multiple point of views, One Object One Identity, Multiple Emotions 0˚ 15˚ 30˚ 45˚ 60˚ 75˚ 90˚ 70˚ 55˚ 40˚ 25˚ 10˚
  23. 23. BREATHTAKINGCreation of Identity: The Face of a New Generation
  24. 24. BREATHTAKINGCreation of Identity: A Multi-Dimensionalized BrandA. Motion Transforms 2D into 3D From 2D Circle to 3D Sphere > A sphere is defined as the surface formed by rotating a circle about any diameter.B. The Brand Identity is Dimensionalized through Motion > >
  25. 25. BREATHTAKINGCreation of Identity: Color TheoryA. Objective Color / Subjective Emotion B. Breathtaking Color Palette Each color on the color wheel is associated with The Breathtaking Color Palette is derived using a a subjective psychic and emotional value. scientific method of color assignment based on the product’s essence and primary features. COOL > PEPSI COOL FRESH > PEPSI MAX ENERGETIC BALANCED > CAFFEINE FREE PEPSI COOL RICH FRESH > DIET PEPSI COOL LIGHT FRESH > CAFFEINE FREE DIET PEPSI
  26. 26. BREATHTAKINGCreation of Identity: Gravitational PullAttraction Theory: The Pepsi PropositionEstablishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression. End of Aisle > Typical Light Path Typical Shopping Aisle End of Aisle > Light Path with Gravitational Pull Gravitational Pull of Pepsi End of Aisle > Relativity of Space and Time Pepsi Proposition / Pepsi Aisle Pepsi Aisle 60° Pepsi Aisle 30° Pepsi Aisle 10°
  27. 27. BREATHTAKINGCreation of Identity: The Pepsi UniverseA. Universe Expansion B. The Pepsi Orbits The universe expands exponentially with f(x)=ex. Dimensionalize exponentially. [1 light year = 671 million miles per hour]. x x=1 light year Pepsi Planet x x=2 light year Pepsi Galaxyx x=8 light year Pepsi Universe

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