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BREATHTAKINGDesign Strategy2008.08.04ARNELL GROUPRKOWSSEGRORIN P04.808.002
A. BREAKING THE CODE FOR INNOVATIONFrom Convention to Innovation
BREATHTAKINGTrajectory of InnovationA. How do we move from convention to innovation?CONVENTIONINNOVATIONB. By investing in our history and brand ethos we can create a new trajectory forward.CONVENTIONINNOVATIONDNAC. The investment in our DNA leads to breakthrough innovation and allows us to move out of thetraditional linear system and into the future.FUTURECONVENTIONINNOVATIONDNAD. Continued investment provides us with a clear resource for reinvention.FUTURECONVENTIONDNAINNOVATION
B. THE ORIGINS OF CREATIVE ENDEAVORSUniversal Design Principles and PepsiCo’s Brand Heritage
BREATHTAKINGBrand Heritage and the Aesthetics of SimplicityThe Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomenain the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. PepsiBREATHTAKING 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.191019702009
BREATHTAKINGUniversal Design PrinciplesBREATHTAKING is a strategy based on the evolution of 5000 years of shared ideas in design philosophy creatingan authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.3000 BC600 BC300 BC278 BC70 BC14551637185819482009Vāstu Śāstra:Musica Mundana:Golden Ratio:Feng Shui:Vitruvian Principle: The Art of Building:VitruvianRenaissance:La Géométrie:Möbius Strip:The Modulor:Pepsi:Hindu Tradition ofnumerical harmonyas spatial organizerPythagoras createsspatial hierarchiesfrom musical scalesEuclid explores themathematics andproportion of natureAncient Chinese artof placement andspatial arrangementIn “De Architectura” Alberti draws on thehe demands: strong, relation of numbersuseful, beautiful.and areasRediscovery of theVitruvian principlesand their publicationDescartes developsthe cartesiancoordinate systemMöbius creates asurface with onlyone side and edgeLe Corbusier draws Pepsi introducesalgebraic relations in Breathtakingthe human bodyNatural Sunflower GridEuclidian GeometryNatural Golden SpiralNatural Magnetic Energy“De Architectura”Long:g 1:1, 2:3, 3:4Da Vinci’s Vitruvian Man“De La Method”Möbius StripThe ModulorCity GridProportions of a CircleParthenonDuality in BalanceGreek House PlanMiddle: 2:4, 4:9, 9:16Vitruvian SphereProportional CompassConstruction of the StripHand ProportionDome GridSub-ProportionsDa Vinci’s Mona LisaElements of EnergyShort: 1:1, 2:3, 3:4Vitruvian TheaterHouse GridGeometric Golden Mean1452Vitruvian AnalemmaHead Rotation
BREATHTAKINGIconic GeometryDerived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms andproportions, BREATHTAKING revitalizes the essence of PepsiCo in creating an iconic shape for the 20001898-2009Retain the best of PepsiCo’shistory and shape the next PepsiCobottle into an icon for the brand.
BREATHTAKINGTracing the Pepsi DNA - 18981896 Pepsi Geometries: Perimeter OscillationsThe Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authenticgeometry that is to become proprietary to the Pepsi culture.
BREATHTAKINGTracing the Pepsi DNA - 19051905 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19061906 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19291929 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19301930 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19621962 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19711971 Pepsi Geometries: Perimeter Oscillations
BREATHTAKINGTracing the Pepsi DNA - 19911991 Pepsi Geometries: Perimeter Oscillations14
BREATHTAKINGTracing the Pepsi DNA - 19981998 Pepsi Geometries: Perimeter Oscillations
C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTUREApplying Universal Laws to Establish a Blueprint for the Brand
BREATHTAKINGCreation of Identity: PrecedentsArtists and architects have proportioned their works to approximate the Golden Ratio, especially in the formof the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believethis proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in humanperception of beauty.Height and width of theParthenon is proportionedto yield a Golden Rectangle.Leonardo Da Vinci studiedthe proportion of the humanface and applied his findingsin the Mona Lisa painting.Book format and pagelayout are based on theGolden Proportion.The diameter of theNautilus Shell increasesproportionally with theGolden Ration.
BREATHTAKINGCreation of Identity: A Blueprint for ProportionsA. The Golden RatioIt starts with a square.B. The Pepsi RatioIt starts with a circle.a1. Draw a circle with diameter d a.aa0.5a2. Find its center and draw two samesize circles with diameter d 0.5a.a0.5aa45 0.5a3. Rotate the centerline 45 . Copy one of thesmaller circles. Place its center on the intersectionof the larger circle and the rotated centerline.a0.5a0.5a0.5a0.5a4. Draw a circle that lies within the larger one.Its diameter is such that it touches all three circlesin exactly and only in one point.a0.5a0.5abb5. Rotate the centerline by 56 . Place the smallestcircle with its center on the intersection of the largestcircle and the rotated centerline.56 aa 1.61803399ab 1ba6. The Pepsi brand is created by intersecting circleswith a set proportion to each other. The coordinatesare marked (x).aa 1.61803399b 10.5b0.5a7. The Pepsi Ratio is created by two simple circles,that are in a set ratio to each other: The Golden Ratio.0.5b0.5aa 1.61803399b 18. The Pepsi Ratio is aesthetic geometry.a 1.61803399b 1
BREATHTAKINGCreation of Identity: Scales and Dynamic RelationshipsA. Geometry of Aesthetics: ProportionThe Golden Ratio establishes a proportion of one part (a) relative to another (b). Playing by these rules producesan aesteticism that is universally accepted to be in balance and harmony. The Pepsi aesthetic respects theserules: The brand identity can be derived from two circles, that have a set relation to each other.aa ababb bB. Geometry of Aesthetics: Dynamicsbbdda45 ADccC36
BREATHTAKINGCreation of Identity: Dynamic ForcesA. The Earth’s GeodynamoA. The Pepsi GlobeA naturally occurring electric generator in fluid motiongenerates and sustains the Earth’s magnetic field.B. Magnetic FieldsMagnetic fields exert forces on inner and outersurfaces of the Earth.B. Pepsi Energy FieldsSymmetrical energy fields are in balance.SNSNC. Magnetic DynamicsMagnetic field are impacted by sun radiationand wind motion.20082010C. The Pepsi Globe DynamicsEmotive forces shape the gestalt of the brand identity.
BREATHTAKINGCreation of Identity: Multiple PerspectivesMultiple point of views, One Object0 15 30 45 60 75 90 70 55 40 25 10 One Identity, Multiple Emotions
BREATHTAKINGCreation of Identity: The Face of a New Generation
BREATHTAKINGCreation of Identity: A Multi-Dimensionalized BrandA. Motion Transforms 2D into 3DFrom 2D Circle to 3D Sphere A sphere is defined as the surface formedby rotating a circle about any diameter.B. The Brand Identity is Dimensionalized through Motion
BREATHTAKINGCreation of Identity: Color TheoryA. Objective Color / Subjective EmotionB. Breathtaking Color PaletteEach color on the color wheel is associated witha subjective psychic and emotional value.The Breathtaking Color Palette is derived using ascientific method of color assignment based on theproduct’s essence and primary features.COOL PEPSICOOLFRESH PEPSI MAX CAFFEINE FREE PEPSICOOLRICHFRESH DIET PEPSICOOLLIGHTFRESH CAFFEINE FREE DIET PEPSIENERGETICBALANCED
BREATHTAKINGCreation of Identity: Gravitational PullAttraction Theory: The Pepsi PropositionEstablishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression.End of Aisle Typical Light PathTypical Shopping AisleEnd of Aisle Light Path with Gravitational PullGravitational Pull of PepsiEnd of Aisle Relativity of Space and TimePepsi Aisle 60 Pepsi Proposition / Pepsi AislePepsi Aisle 30 Pepsi Aisle 10
BREATHTAKINGCreation of Identity: The Pepsi UniverseA. Universe ExpansionB. The Pepsi OrbitsThe universe expands exponentially with f(x) ex.[1 light year 671 million miles per hour].Dimensionalize exponentially.xx 1 light yearPepsi Planetx 2 light yearPepsi Galaxyx 8 light yearPepsi Universexx
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.
