2021 Galleries

Galleries // 2021 Spark:Graphic // PepsiCo Foundation - Mexico

PepsiCo Foundation - Mexico

Winner - Silver

Competition: Spark:Graphic
Designer: Design Team - Creative Resources Manager
Design Type: Brand Identity, logos, Corporate & financial reports
Company / Organization / School: PepsiCo Design & Innovation
Website: http://http://design.pepsico.com
Team Members: PepsiCo Design & Innovation

In Latin America, the PepsiCo Foundation is a nonprofit focused on investing in communities to help them thrive. Their mission is focused on empathy and equity. It’s human. However, the previous identity for the foundation was strongly influenced by the PepsiCo corporate visual language. We redesigned the identity from the ground up with human centered design principles as our guiding light. We developed a regional identity for the foundation that expresses the pillars of their work through universal icons infused with emotion, empathy and humanity. We were originally tasked with a project to help identify volunteers doing field work. But after a bit of research, we identified a greater opportunity. Like many nonprofits that put most of their resources into program work, design tends to be done on a project-by-project basis. The organization didn't have a strong or consistent visual language that could identify volunteers. Nor did their identity or brand elements communicate their goals, process, mission or outcomes. We felt there was a need for empathy. To touch people emotionally. To powerfully communicate the issues the PepsiCo Foundation tackles. To get people involved in the difficult work of helping others.