Designed and developed entirely in-house by PepsiCo Design, Hilo Life was created to offer an easy, joyous, creative snacking experience for everyone--including the carb-conscious.
THE IDEA
Changing consumer needs required a startup approach.
Consumer needs are shifting rapidly, and the products developed to meet those needs have to evolve in kind. We created Hilo Life the same way a startup would produce a product in an incubator model—tapping the full range of PepsiCo’s massive e-commerce, design, and data analytics expertise, with the space and freedom to innovate efficiently.
The result is nothing short of a new model for consumer product creation, proving that with the right focus and committed resources, new brands can be conceived, developed, and scaled for unique audiences and high-growth markets in an almost impossibly short amount of time.
THE DESIGN
Bright, brazen packaging that upends expectations.
Hilo Life leads with a playful touch, inviting consumers not to take things so seriously. Our design team created collages of quirky illustrations, vibrant colors, and inspired type for the single-serve packaging—immediately drawing the eye.
Hilo Life’s very name comes from the desire to create snacks that are high on flavor but low on sacrifice. There’s a visual emphasis on experience and ease that pops out on a shelf or in a bag. It’s beautiful and uncomplicated, with a hint of playful motion around flavors that are literally asking you to take a bite.
Awards + Press 9
