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BREATHTAKING
Design Strategy
2008.08.04
ARNELL GROUP
WORK IN PROGRESS
2008.08.04
A. BREAKING THE CODE FOR INNOVATION
From Convention to Innovation
BREATHTAKING
Trajectory of Innovation
CONVENTION
DNA
INNOVATION
FUTURE
D. Continued investment provides us with a clear resource for reinvention.
CONVENTION
DNA
INNOVATION
FUTURE
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.
CONVENTION
DNA
INNOVATION
B. By investing in our history and brand ethos we can create a new trajectory forward.
A. How do we move from convention to innovation?
CONVENTION INNOVATION
B. THE ORIGINS OF CREATIVE ENDEAVORS
Universal Design Principles and PepsiCo’s Brand Heritage
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 20091970
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.
600 BC
Musica Mundana:
Pythagoras creates
spatial hierarchies
from musical scales
300 BC
Golden Ratio:
Euclid explores the
mathematics and
proportion of nature
278 BC
Feng Shui:
Ancient Chinese art
of placement and
spatial arrangement
1452
The Art of Building:
Alberti draws on the
relation of numbers
and areas
70 BC
Vitruvian Principle:
In “De Architectura”
he demands: strong,
useful, beautiful.
1455
Vitruvian
Renaissance:
Rediscovery of the
Vitruvian principles
and their publication
1637
La Géométrie:
Descartes develops
the cartesian
coordinate system
1858
Möbius Strip:
Möbius creates a
surface with only
one side and edge
1948
The Modulor:
Le Corbusier draws
algebraic relations in
the human body
Natural Sunflower Grid
City Grid
Dome Grid
Euclidian Geometry
Proportions of a Circle
Sub-Proportions
Natural Golden Spiral
Parthenon
Da Vinci’s Mona Lisa
Natural Magnetic Energy
Duality in Balance
Elements of Energy
“De Architectura”
Greek House Plan
Long: 1:1, 2:3, 3:4
Middle: 2:4, 4:9, 9:16
Short: 1:1, 2:3, 3:4
Da Vinci’s Vitruvian Man
Vitruvian Sphere
Vitruvian Theater
“De La Method”
Proportional Compass
Möbius Strip
Construction of the Strip
The Modulor
Hand Proportion
Head Rotation
House Grid
3000 BC
Vāstu Śāstra:
Hindu Tradition of
numerical harmony
as spatial organizer
Geometric Golden Mean Vitruvian Analemma
ggg
2009
Pepsi:
Pepsi introduces
Breathtaking
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.
1970 1980 1990 20001950 1960
1898 1920 19401900 1910 1930
1898-2009
Retain the best of PepsiCo’s
history and shape the next PepsiCo
bottle into an icon for the brand.
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.
1905 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1905
1906 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1906
1929 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1929
1930 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1930
1962 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1962
1971 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1971
14°
1991 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1991
1998 Pepsi Geometries: Perimeter Oscillations
BREATHTAKING
Tracing the Pepsi DNA - 1998
C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE
Applying Universal Laws to Establish a Blueprint for the Brand
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.
BREATHTAKING
Creation of Identity: Precedents
The diameter of the
Nautilus Shell increases
proportionally with the
Golden Ration.
Leonardo Da Vinci studied
the proportion of the human
face and applied his findings
in the Mona Lisa painting.
Height and width of the
Parthenon is proportioned
to yield a Golden Rectangle.
Book format and page
layout are based on the
Golden Proportion.
BREATHTAKING
Creation of Identity: A Blueprint for Proportions
A. The Golden Ratio
It starts with a square.
B. The Pepsi Ratio
It starts with a circle.
a=1.61803399 b=1
a=1.61803399 b=1
a
a
a
b0.5a
a
a
a
0.5a
a
a=1.61803399 b=1
a
a=1.61803399 b=1
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
8. The Pepsi Ratio is aesthetic geometry.
a 1. Draw a circle with diameter d=a.
0.5a
0.5a
4. Draw a circle that lies within the larger one.
Its diameter is such that it touches all three circles
in exactly and only in one point.
0.5a
0.5a
2. Find its center and draw two same
size circles with diameter d=0.5a.
0.5a
45°
0.5a
0.5a
3. Rotate the centerline 45°. Copy one of the
smaller circles. Place its center on the intersection
of the larger circle and the rotated centerline.
a
b
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.
6. The Pepsi brand is created by intersecting circles
with a set proportion to each other. The coordinates
are marked (x).
0.5b
a
b
0.5a
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.
BREATHTAKING
Creation of Identity: Scales and Dynamic Relationships
B. Geometry of Aesthetics: Dynamics
b
c
d
D
45°
C
b
c
a
A
d
36°
b
a
a
b
a = a
b = b
BREATHTAKING
Creation of Identity: Dynamic Forces
A. The Earth’s Geodynamo
A naturally occurring electric generator in fluid motion
generates and sustains the Earth’s magnetic field.
A. The Pepsi Globe
B. Magnetic Fields
Magnetic fields exert forces on inner and outer
surfaces of the Earth.
B. Pepsi Energy Fields
Symmetrical energy fields are in balance.
S
N
S
N
C. Magnetic Dynamics
Magnetic field are impacted by sun radiation
and wind motion.
C. The Pepsi Globe Dynamics
Emotive forces shape the gestalt of the brand identity.
2008
2010
BREATHTAKING
Creation of Identity: Multiple Perspectives
Multiple point of views, One Object
15˚
30˚
45˚
60˚
75˚
90˚
70˚
55˚
40˚
25˚
10˚
One Identity, Multiple Emotions
0˚
BREATHTAKING
Creation of Identity: The Face of a New Generation
BREATHTAKING
Creation of Identity: A Multi-Dimensionalized Brand
A. Motion Transforms 2D into 3D
B. The Brand Identity is Dimensionalized through Motion
>>
From 2D Circle to 3D Sphere
A sphere is defined as the surface formed
by rotating a circle about any diameter.
>
BREATHTAKING
Creation of Identity: Color Theory
A. Objective Color / Subjective Emotion
Each color on the color wheel is associated with
a subjective psychic and emotional value.
B. Breathtaking Color Palette
The Breathtaking Color Palette is derived using a
scientific method of color assignment based on the
product’s essence and primary features.
PEPSICOOL
>
PEPSI MAX
COOL
FRESH >
CAFFEINE FREE PEPSI
ENERGETIC
BALANCED
>
DIET PEPSI
COOL
RICH
FRESH
>
CAFFEINE FREE DIET PEPSI
COOL
LIGHT
FRESH
>
Attraction Theory: The Pepsi Proposition
Establishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression.
BREATHTAKING
Creation of Identity: Gravitational Pull
>
Relativity of Space and Time
End of Aisle
Pepsi Proposition / Pepsi Aisle
>
Light Path with Gravitational Pull
End of Aisle
Gravitational Pull of Pepsi
>
Typical Light Path
End of Aisle
Typical Shopping Aisle
Pepsi Aisle 60° Pepsi Aisle 30° Pepsi Aisle 10°
BREATHTAKING
Creation of Identity: The Pepsi Universe
A. Universe Expansion
The universe expands exponentially with f(x)=ex
.
[1 light year = 671 million miles per hour].
B. The Pepsi Orbits
Dimensionalize exponentially.
Pepsi Planet
Pepsi Galaxy
Pepsi Universe
x=1 light year
x
x=8 light year
x
x=2 light year
x

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Pepsi arnell-021109ere

  • 2. A. BREAKING THE CODE FOR INNOVATION From Convention to Innovation
  • 3. BREATHTAKING Trajectory of Innovation CONVENTION DNA INNOVATION FUTURE D. Continued investment provides us with a clear resource for reinvention. CONVENTION DNA INNOVATION FUTURE 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. CONVENTION DNA INNOVATION B. By investing in our history and brand ethos we can create a new trajectory forward. A. How do we move from convention to innovation? CONVENTION INNOVATION
  • 4. B. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo’s Brand Heritage
  • 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 20091970
  • 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. 600 BC Musica Mundana: Pythagoras creates spatial hierarchies from musical scales 300 BC Golden Ratio: Euclid explores the mathematics and proportion of nature 278 BC Feng Shui: Ancient Chinese art of placement and spatial arrangement 1452 The Art of Building: Alberti draws on the relation of numbers and areas 70 BC Vitruvian Principle: In “De Architectura” he demands: strong, useful, beautiful. 1455 Vitruvian Renaissance: Rediscovery of the Vitruvian principles and their publication 1637 La Géométrie: Descartes develops the cartesian coordinate system 1858 Möbius Strip: Möbius creates a surface with only one side and edge 1948 The Modulor: Le Corbusier draws algebraic relations in the human body Natural Sunflower Grid City Grid Dome Grid Euclidian Geometry Proportions of a Circle Sub-Proportions Natural Golden Spiral Parthenon Da Vinci’s Mona Lisa Natural Magnetic Energy Duality in Balance Elements of Energy “De Architectura” Greek House Plan Long: 1:1, 2:3, 3:4 Middle: 2:4, 4:9, 9:16 Short: 1:1, 2:3, 3:4 Da Vinci’s Vitruvian Man Vitruvian Sphere Vitruvian Theater “De La Method” Proportional Compass Möbius Strip Construction of the Strip The Modulor Hand Proportion Head Rotation House Grid 3000 BC Vāstu Śāstra: Hindu Tradition of numerical harmony as spatial organizer Geometric Golden Mean Vitruvian Analemma ggg 2009 Pepsi: Pepsi introduces Breathtaking
  • 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. 1970 1980 1990 20001950 1960 1898 1920 19401900 1910 1930 1898-2009 Retain the best of PepsiCo’s history and shape the next PepsiCo bottle into an icon for the brand.
  • 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. 1905 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1905
  • 10. 1906 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1906
  • 11. 1929 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1929
  • 12. 1930 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1930
  • 13. 1962 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1962
  • 14. 1971 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1971
  • 15. 14° 1991 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1991
  • 16. 1998 Pepsi Geometries: Perimeter Oscillations BREATHTAKING Tracing the Pepsi DNA - 1998
  • 17. C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE Applying Universal Laws to Establish a Blueprint for the Brand
  • 18. 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. BREATHTAKING Creation of Identity: Precedents The diameter of the Nautilus Shell increases proportionally with the Golden Ration. Leonardo Da Vinci studied the proportion of the human face and applied his findings in the Mona Lisa painting. Height and width of the Parthenon is proportioned to yield a Golden Rectangle. Book format and page layout are based on the Golden Proportion.
  • 19. BREATHTAKING Creation of Identity: A Blueprint for Proportions A. The Golden Ratio It starts with a square. B. The Pepsi Ratio It starts with a circle. a=1.61803399 b=1 a=1.61803399 b=1 a a a b0.5a a a a 0.5a a a=1.61803399 b=1 a a=1.61803399 b=1 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 8. The Pepsi Ratio is aesthetic geometry. a 1. Draw a circle with diameter d=a. 0.5a 0.5a 4. Draw a circle that lies within the larger one. Its diameter is such that it touches all three circles in exactly and only in one point. 0.5a 0.5a 2. Find its center and draw two same size circles with diameter d=0.5a. 0.5a 45° 0.5a 0.5a 3. Rotate the centerline 45°. Copy one of the smaller circles. Place its center on the intersection of the larger circle and the rotated centerline. a b 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. 6. The Pepsi brand is created by intersecting circles with a set proportion to each other. The coordinates are marked (x). 0.5b a b 0.5a
  • 20. 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. BREATHTAKING Creation of Identity: Scales and Dynamic Relationships B. Geometry of Aesthetics: Dynamics b c d D 45° C b c a A d 36° b a a b a = a b = b
  • 21. BREATHTAKING Creation of Identity: Dynamic Forces A. The Earth’s Geodynamo A naturally occurring electric generator in fluid motion generates and sustains the Earth’s magnetic field. A. The Pepsi Globe B. Magnetic Fields Magnetic fields exert forces on inner and outer surfaces of the Earth. B. Pepsi Energy Fields Symmetrical energy fields are in balance. S N S N C. Magnetic Dynamics Magnetic field are impacted by sun radiation and wind motion. C. The Pepsi Globe Dynamics Emotive forces shape the gestalt of the brand identity. 2008 2010
  • 22. BREATHTAKING Creation of Identity: Multiple Perspectives Multiple point of views, One Object 15˚ 30˚ 45˚ 60˚ 75˚ 90˚ 70˚ 55˚ 40˚ 25˚ 10˚ One Identity, Multiple Emotions 0˚
  • 23. BREATHTAKING Creation of Identity: The Face of a New Generation
  • 24. BREATHTAKING Creation of Identity: A Multi-Dimensionalized Brand A. Motion Transforms 2D into 3D B. The Brand Identity is Dimensionalized through Motion >> From 2D Circle to 3D Sphere A sphere is defined as the surface formed by rotating a circle about any diameter. >
  • 25. BREATHTAKING Creation of Identity: Color Theory A. Objective Color / Subjective Emotion Each color on the color wheel is associated with a subjective psychic and emotional value. B. Breathtaking Color Palette The Breathtaking Color Palette is derived using a scientific method of color assignment based on the product’s essence and primary features. PEPSICOOL > PEPSI MAX COOL FRESH > CAFFEINE FREE PEPSI ENERGETIC BALANCED > DIET PEPSI COOL RICH FRESH > CAFFEINE FREE DIET PEPSI COOL LIGHT FRESH >
  • 26. Attraction Theory: The Pepsi Proposition Establishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression. BREATHTAKING Creation of Identity: Gravitational Pull > Relativity of Space and Time End of Aisle Pepsi Proposition / Pepsi Aisle > Light Path with Gravitational Pull End of Aisle Gravitational Pull of Pepsi > Typical Light Path End of Aisle Typical Shopping Aisle Pepsi Aisle 60° Pepsi Aisle 30° Pepsi Aisle 10°
  • 27. BREATHTAKING Creation of Identity: The Pepsi Universe A. Universe Expansion The universe expands exponentially with f(x)=ex . [1 light year = 671 million miles per hour]. B. The Pepsi Orbits Dimensionalize exponentially. Pepsi Planet Pepsi Galaxy Pepsi Universe x=1 light year x x=8 light year x x=2 light year x