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| DESIGN DETAILS |
DESIGN NAME:
Near East Redesign
PRIMARY FUNCTION:
Food Packaging
INSPIRATION:
The goal was to rebrand Near East with a more authentic and worldly story that elevates the brand and taste experience without feeling overwhelming or complicated to prepare. Previously, Near East had strong appeal with natural consumers but failed to evolve a strong point of difference versus competitors. The Near East redesign infuses the brand with elements of storytelling: elevated taste appeal, ease of preparation, brand trust and authenticity, and establishes the brand’s credentials.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The new Near East is founded in a singular brand design idea, executed across identity and packaging. This establishes Near East as the most inspired natural choice for authentic, easy meal creation. To improve the brand’s visual language and increase brand equity recognition, we crafted a henna inspired pattern that radiates from the brand and anchors the story with a global feel. Enhanced appetite appeal was achieved with a direct macro shot of delicious grains, reinforced by key ingredients.
OPERATION / FLOW / INTERACTION:
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PROJECT DURATION AND LOCATION:
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FITS BEST INTO CATEGORY:
Packaging Design
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PRODUCTION / REALIZATION TECHNOLOGY:
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SPECIFICATIONS / TECHNICAL PROPERTIES:
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TAGS:
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RESEARCH ABSTRACT:
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CHALLENGE:
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ADDED DATE:
2019-03-06 21:57:53
TEAM MEMBERS (1) :
IMAGE CREDITS:
PepsiCo Design & Innovation, 2018.
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| CLIENT/STUDIO/BRAND DETAILS |
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NAME:
PepsiCo
PROFILE:
At PepsiCo Design, we are crazy enough to think we can inspire the future - of our brands, of our company, of our society. We firmly believe design and design thinking are significant catalysts of innovation and therefore of growth to power our global brands. PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2017, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
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