Pepsi Co. – India,
Visual Communications & Environmental Graphics
“Understanding Pepsi’s journey and presence in India”
Pepsi Co. wanted a focused method of visual communication in college cafeterias that were exclusive to their brand. To differentiate brand engagement from the mere painted Pepsi logos on the wall, we had to re-align and understand the Indian context within the Brand's International journey and its assimilation to Indian youth.
Our research uncovered the spatial characteristics of the campus cafeteria, particularly, quality of light, space design, engagement operations, times of operation, and the students' experience and connection to the campus.
In an effort to make organic connections with young adults, we applied Pepsi centric graphics for decals and stencils that leveraged Indian youth idols from areas such as cricket and Bollywood,- enabling the brand to become edgy and tactile in nature and engage directly with an audience enamored by a western idea of 'cool'.