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Breathtaking Pepsi

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The famous design deck from Arnett for the 2009 Pepsi redesign. See comments at

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Breathtaking Pepsi

  1. 1. BREATHTAKING Design Strategy 2008.08.04 ARNELL GROUP 4 08.0 . 008 2 ESS GR RO IN P K OR W
  2. 2. A. BREAKING THE CODE FOR INNOVATION From Convention to Innovation
  3. 3. BREATHTAKING Trajectory of Innovation A. How do we move from convention to innovation? CONVENTION INNOVATION B. By investing in our history and brand ethos we can create a new trajectory forward. CONVENTION INNOVATION DNA C. 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 DNA D. 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. BREATHTAKING Brand Heritage and the Aesthetics of Simplicity The Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi BREATHTAKING 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. BREATHTAKING Universal Design Principles BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an 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 1637 1858 1948 2009 1455 Vāstu Śāstra: Musica Mundana: Golden Ratio: Feng Shui: Vitruvian Principle: The Art of Building: La Géométrie: Möbius Strip: The Modulor: Pepsi: Vitruvian Renaissance: Hindu Tradition of Pythagoras creates Euclid explores the Ancient Chinese art In “De Architectura” Alberti draws on the Descartes develops Möbius creates a Le Corbusier draws Pepsi introduces Rediscovery of the numerical harmony spatial hierarchies mathematics and of placement and he demands: strong, relation of numbers the cartesian surface with only algebraic relations in Breathtaking Vitruvian principles as spatial organizer from musical scales proportion of nature spatial arrangement useful, beautiful. and areas coordinate system one side and edge the human body and their publication Natural Sunflower Grid Euclidian Geometry Natural Golden Spiral Natural Magnetic Energy “De Architectura” Long: 1:1, 2:3, 3:4 g “De La Method” Möbius Strip The Modulor Da Vinci’s Vitruvian Man City Grid Proportions of a Circle Parthenon Greek House Plan Middle: 2:4, 4:9, 9:16 Proportional Compass Construction of the Strip Hand Proportion Duality in Balance Vitruvian Sphere Dome Grid Sub-Proportions Da Vinci’s Mona Lisa Elements of Energy Short: 1:1, 2:3, 3:4 Head Rotation Vitruvian Theater House Grid Geometric Golden Mean Vitruvian Analemma
  7. 7. BREATHTAKING Iconic Geometry Derived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms and proportions, 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. BREATHTAKING Tracing the Pepsi DNA - 1898 1896 Pepsi Geometries: Perimeter Oscillations The Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic geometry that is to become proprietary to the Pepsi culture.
  9. 9. BREATHTAKING Tracing the Pepsi DNA - 1905 1905 Pepsi Geometries: Perimeter Oscillations
  10. 10. BREATHTAKING Tracing the Pepsi DNA - 1906 1906 Pepsi Geometries: Perimeter Oscillations
  11. 11. BREATHTAKING Tracing the Pepsi DNA - 1929 1929 Pepsi Geometries: Perimeter Oscillations
  12. 12. BREATHTAKING Tracing the Pepsi DNA - 1930 1930 Pepsi Geometries: Perimeter Oscillations
  13. 13. BREATHTAKING Tracing the Pepsi DNA - 1962 1962 Pepsi Geometries: Perimeter Oscillations
  14. 14. BREATHTAKING Tracing the Pepsi DNA - 1971 1971 Pepsi Geometries: Perimeter Oscillations
  15. 15. BREATHTAKING Tracing the Pepsi DNA - 1991 1991 Pepsi Geometries: Perimeter Oscillations 14°
  16. 16. BREATHTAKING Tracing the Pepsi DNA - 1998 1998 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. BREATHTAKING Creation of Identity: Precedents Artists and architects have proportioned their works to approximate the Golden Ratio, especially in the form of the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believe this proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in human perception 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. BREATHTAKING Creation of Identity: A Blueprint for Proportions A. The Golden Ratio B. The Pepsi Ratio It starts with a square. It starts with a circle. a 1. Draw a circle with diameter d=a. a a 0.5a 2. Find its center and draw two same a size circles with diameter d=0.5a. 0.5a a 0.5a 45° 3. Rotate the centerline 45°. Copy one of the a smaller circles. Place its center on the intersection of the larger circle and the rotated centerline. 0.5a 0.5a 0.5a 0.5a 4. Draw a circle that lies within the larger one. a Its diameter is such that it touches all three circles in exactly and only in one point. 0.5a 0.5a b a b 5. Rotate the centerline by 56°. Place the smallest 56° a circle with its center on the intersection of the largest circle and the rotated centerline. a=1.61803399 b=1 a b 6. The Pepsi brand is created by intersecting circles a 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. BREATHTAKING Creation of Identity: Scales and Dynamic Relationships A. 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 a=a b a b b=b B. Geometry of Aesthetics: Dynamics b b d d a 45° A D c c C 36°
  21. 21. BREATHTAKING Creation of Identity: Dynamic Forces A. The Pepsi Globe A. The Earth’s Geodynamo 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 N C. 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. BREATHTAKING Creation of Identity: Multiple Perspectives One Identity, Multiple Emotions Multiple point of views, One Object 0˚ 15˚ 30˚ 45˚ 60˚ 75˚ 90˚ 70˚ 55˚ 40˚ 25˚ 10˚
  23. 23. BREATHTAKING Creation of Identity: The Face of a New Generation
  24. 24. BREATHTAKING Creation of Identity: A Multi-Dimensionalized Brand A. 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. BREATHTAKING Creation of Identity: Color Theory A. 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. > PEPSI COOL > COOL PEPSI MAX FRESH ENERGETIC > BALANCED CAFFEINE FREE PEPSI COOL > RICH DIET PEPSI FRESH COOL > LIGHT CAFFEINE FREE DIET PEPSI FRESH
  26. 26. BREATHTAKING Creation of Identity: Gravitational Pull Attraction Theory: The Pepsi Proposition Establishment 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. BREATHTAKING Creation of Identity: The Pepsi Universe A. 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 Pepsi Planet x=1 light year x x=2 light year Pepsi Galaxy x x=8 light year Pepsi Universe
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The famous design deck from Arnett for the 2009 Pepsi redesign. See comments at


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