Pepsi: Breathtaking Design Strategy (2008) [pdf]

Post by ncmncm » Tue, Jul 12, 2022, 6:25 AM UTC

danachow wrote: post #158

ncmncm wrote: post #156

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You will have to take up your objections with the endocrinologists. Good luck, though, 'cause endocrinologists are the smartest of all medical doctors. Have to be, to do it at all.

This is a non-response - or do you have a specific cite linking uric acid as causative of diabetes or cardiovascular disease? It can be in a colorectal journal for all I care. > Have to be, to do it at all. Lol. Yeah bud, I have a ton of friends that are endocrinologists, all mostly great and intelligent folks, but I’m not letting them touch me with a colonoscope - or pretty much any implement. It’s not exactly a fie…

Post by Teever » Tue, Jul 12, 2022, 6:28 AM UTC

flycaliguy wrote: post #84

moralestapia wrote: post #49

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LOL, this is not "sophistication", this is bullshit. A million(s?) dollar study for a global brand is justified by things like: * Research to see if the brand logos/names are misunderstood or offensive for a particular market/culture. * Research regarding brand recognition before/after the proposed changes. * A lot of design/thought behind how the brand will look in the many communication channels/products that it ow…

It’s a now legendary document designed to promote Pepsi’s brand. They nailed it. That other stuff was covered in another document.

Post by asxd » Tue, Jul 12, 2022, 6:32 AM UTC

eternalban wrote: post #128

jorgesborges wrote: post #46

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I agree that brand and marketing is of paramount importance here. But to say this is sophisticated and well-thought is a stretch. It's funny precisely for its lack of sophistication, for how many millions of dollars and countless hours were spent creating something that lacks real value, that's crafted together with the well-meaning exuberance of a teenager trying to look "deep" or earn brownie points.

I think the sophistication is lacking in the criticisms voiced in the comments. Regardless of the excessive & laughable b.s. factor of this high level design concept document, the proposal meets its brief: design a rebranding strategy that can be used in 2d, 3d, kiosks, blah, etc. as required, without each needing their own design proposal. So this designer latched onto geometric features of original pepsi logos, ext…

Post by mrcartmeneses » Tue, Jul 12, 2022, 6:45 AM UTC

hn_throwaway_99 wrote: post #102

ianseyer wrote: post #42

Worth mentioning that this is the same design company that blew $35MM on a terrible redesign of Tropicana Orange Juice, which they reverted back within a couple days (but kept the mock orange cap) https://www.thebrandingjournal.com/2015/05/what-to-learn-fro...

Their new design was just yet another example of how the currently in vogue "minimalism everywhere" design aesthetic sucks. The Tropicana case study is such a great example because the effects were so drastic, but only really because there were easily substituted goods - consumers basically thought the carton was just "generic store brand OJ". My guess is that other recent brand redesigns to this boring, same, sans-s…

Post by rob74 » Tue, Jul 12, 2022, 7:00 AM UTC

iancmceachern wrote: post #124

swyx wrote: post #78

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i'd like to have whatever the author of this document is having

This is good stuff, you can't make it up. It looks like lots was going on at the Arnell group at this time. In this article it even quotes Arnell as saying this work for Pepsi in OP as "Bullshit" https://www.cbsnews.com/news/why-the-firing-of-weird-design-... You can't make this stuff up