OUR VISION

Every day we strive to bring excitement, refreshment and fun to people through our brands and experiences with the fearlessness and passion of a startup.

At PepsiCo design, we have a saying: “We’re crazy enough to think we can inspire the future.” This is what drives us, in everything we imagine, develop and execute.

Our goal is clear: to connect PepsiCo’s beverage, snacks and nutrition portfolios, with today’s hyper-connected, networked users and consumers hungry for meaningful, authentic and relevant brand experiences across multiple touchpoints and regions of the world.

We are developing unexpected partnerships and working side-by-side with alchemists, mixologists, nutritionists, trend hunters, futurists, technologists, culinary artists and all kinds of cultural influencers from musicians to athletes.

It’s these intimate collaborations, taking place both internally and externally, that spark our ideas and elevate our brands for the benefit of people everywhere.

Here you’ll see stunning product innovations, major equipment reinventions, exciting creative partnerships, and a global celebration of talent along with the heart, soul and culture of PepsiCo expressed with spirit, gusto and love.

DESIGN DRIVES
BUSINESS VALUE

Design is a strategic function for PepsiCo to drive business value by creating experiences and brand engagements of which people deeply want to be a part. In partnership with the Business and R&D units, we’re applying this approach to our existing portfolio of brands and to an entire new platform of products yet to be born. We are one of the first major corporations to integrate different design disciplines—brand design, design execution, industrial design, design strategy, front-end innovation—into a single group.

THE ROLE AND THE MISSION OF DESIGN AT PEPSICO

DESIGN IS ABOUT...

Design goes far beyond pure styling. It is a creative process to identify new opportunities, as well as a business variable and intrinsic characteristic of the product. As such, in order to create value for the corporation, designers/design thinkers need to play a relevant role in each of these three areas, interacting in depth with the marketing and the R&D function across the whole product development process.

DRIVING INNOVATION BY DESIGN

Our design process at Pepsico includes two phases: an input phase, in which the cross-functional team researches, analyzes and selects relevant insights across three different worlds (technology, society and business); and an output phase in which those insights are transformed in meaningful, viable and feasible solutions.
We use cultural and functional filters in the input phase to select relevant information from the sea of available data, and then in the output phase to identify the best ideas — new, unique and different — to develop and commercialize. Process is key, but it is not enough: we value, nourish and protect the role of intuition and the "human factor" in the innovation process.

UPLIFTING CONSUMER EXPERIENCES

We created the PepsiCo Design function in late 2012 to deliver new, uplifting, dynamic, and emotional experiences for consumers that would elevate PepsiCo both inside and outside the company.
In the short time since our inception, we have contributed to showing the world that PepsiCo — with its iconic portfolio of brands — is playful, energetic, passionate, grand, contemporary, nostalgic, enterprising, spirited, and perhaps most importantly, ever-evolving.