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Pepsi: Breathtaking Design Strategy (2008) [pdf]

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Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#32

Post by JohnBooty »

deebosong wrote: post #17
kumarvvr wrote: post #7

What a load of crap. Is this what design boutiques do day in day out? Can anyone tell me if there is even an iota of meaning in the design process?

I've worked in small and big design shops. When done right, the process should make sense to a layperson, like you're respecting their intelligence. This Pepsi rebrand farce feels more like The Emperor's New Clothes. My guess, and someone with more knowledge can absolutely correct me, is that whatever agency bid for the job, they knew they were basically milking Pepsi for every penny they could, and it was pure greed…

    When done right, the process should make sense to a layperson
Yes, absolutely. A company I worked for paid big money for a design firm to do a brand makeover.

The head of the design firm cautioned our CEO: "If we do this right, the result will not be mindblowing to you. In fact, your reaction might be 'duh - that's really obvious.' Because you already know who you are."

(paraphrased)

I really liked that sentiment. I thought that company did a great job, both on the brand identity itself and on the communication.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#33

Post by pwillia7 »

mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

they lost me at pepsi universe

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#35

Post by Waterluvian »

mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

If I dump ten pounds of Lego on your desk, that’s not sophistication.

Re: Pepsi: Breathtaking Design Strategy (2008) [pdf]

#40

Post by vlark »

mushufasa wrote: post #6

despite how silly this may seem to many in the HN audience, I will contend that: if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more. And you can imagine that this document was debat…

Gravitational. Pull. Of. Pepsi.
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