Timeline:
September 2024 - November 2024
Proficiencies:
Photo Editing, Advertisement, Packaging Design
Description:
Advertising that sticks around or defines a generation does so by attaching itself to a feeling. In this personal rebranding of Pepsi, I linked it to the sense of freedom. This was achieved with a new logo, one that took the ideas and story of the existing logo, and revitalized it. A billboard and poster advertisement. And a new can that would take the idea of freedom to an extreme.
Advertisements
Building on the idea of freedom, in the billboard opening a can is synonymous with unplugging from all faulty distractions, presented like the pills in the Matrix, which represented freedom of choice. In the poster, Pepsi becomes a get out of jail free card, standing in for you as your star witness.
Packaging
Inspired by Japanese Shinto Traditions of sealing spirits, the can redesign takes the feeling of freedom and puts it inside the can, making the moment of unsealing the drink, the action of freeing the spirit. Freedom of expression, creativity, all bursting from the can once you unhinge the tab, linking your freedom with the sizzling of the cola inside.
