Pepsi KSA Special Edition Packaging by Matter Branding

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DESIGN DETAILS
DESIGN NAME:
Pepsi KSA

PRIMARY FUNCTION:
Special Edition Packaging

INSPIRATION:
Pepsi is showing its pride in its football national team for their qualification to the world cup by picking out five main players, called The golden boys, to be featured in their world-cup related celebratory campaign. To show our understanding of the significance of this event for the Saudi people, we aimed to mainly highlight their sense of national pride. The result, five players, each representing a strong value in Saudi culture, are illustrated on five artfully designed Pepsi cans.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Saudi's 5 golden boys on their national football team were picked to represent the team spirit in Pepsi's World Cup special Edition Campaign. The unique concept behind the outcome was how the strength of each player emerges from the individual values they represent, strength of will, celebration of heritage, passionate speed, active ambitious seeking, and finally, mindful orchestration of the future. However, the true strength of the nation stems from their unity, for collectively, they come together to highlight the real national pride, as with their country, and as on the field.

OPERATION / FLOW / INTERACTION:
It is a collection of cans where each can design can stand on its own. However, when placed together, they create a collectible, forming one big star that brings each can together and unites them as one, reinforcing our concept of strength in unity.

PROJECT DURATION AND LOCATION:
Two Months. Cairo, Egypt.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
-

SPECIFICATIONS / TECHNICAL PROPERTIES:
SPECIFICATIONS: Include 5 colors, 3 pantones, Black & white DIMENSIONS : W 205mm x H 108mm PACKAGE : Can

TAGS:
Pepsi KSA, Special Edition Can, Pepsi KSA for World Cup, World Cup 2018, Pepsi Can, Pepsi Special Edition Can

RESEARCH ABSTRACT:
With our concept including the Saudi's heritage and the people's strength, each player had to represent one or both of these aspects while still making his own personal strength as a player the hero of the visual. We conducted research online to know more about the country, and had on ground research with Saudis in order to test the relevance of our information. We also heavily acquainted ourselves with each player both on and off the field to fully capture their personality and essence, especially when it came to the photography style and the players postures and body language.

CHALLENGE:
The research that was conducted so that the project can have the desired impact was collecting and studying thoroughly the Saudi Culture, as well as the importance of these five specific players to the Saudi people, in addition to the traits that make the Saudi people strong and unique. The creative challenge was integrating these elements together in a way that is aesthetically rich, yet conveys the concept in a way that is also relevant to the people themselves, allowing them to bond with the can, and urges them to collect the 5 cans

ADDED DATE:
2019-01-30 12:34:23

TEAM MEMBERS (22) :
Amro Thabit - Associate Creative Director, Mahmoud Dallash - Senior Art Director, Ahmed Gad - Senior Graphic Designer, Islam Hassan - Creative Director, Monica Erian - Senior Graphic Designer, Reem Marei - Graphic Designer, Mohamed Fawzy - Senior Graphic Designer, Khadija Shaarawy - Graphic Designer, Nour El Mokadem - Senior Graphic Designer, Abdo Mohamed - Graphic Designer, Majd El Sherif - Creative Director, Janan Osama - Senior Copywriter, Hazem Mohamed - Copywriter, Omar Rakhawi - Copywriter, Mina Waguih - Finalizer, Michael Dawoud - Finalizer, Amr Fekry - 3D Lead, Mostafa Abu Anwar - 3D Designer, Hossam Mostafa - Motion Graphics Designer, Mariam Hamdy - Brand Director, Nouran El Quersh - Brand Manager and Mohamed Abbas - Creative Strategy Director

IMAGE CREDITS:
Matter Branding, 2018.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Matter Branding

PROFILE:
Matter an internationally awarded and recognized branding agency that passionately creates strategic and impactful brands that inspire growth across the globe. With an open mindset, Matter celebrates their differences through the synergy and collaborations of our wide spectrum of individual experiences, passions and interests, creating a culture that is passionate about creating brands.

NOMINATION DETAILS

Pepsi Ksa Special Edition Packaging by Matter Branding is a Nominee in Packaging Design Category.

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AWARD DETAILS

Pepsi Ksa Special Edition Packaging by Matter Branding is Winner in Packaging Design Category, 2018 - 2019.



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