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Evervess - Point of Sales
Design Manager
Retail and Experience for Asia Pacifico and GCR
2020
Evervess Soda is a legacy brand with nearly 80 years of heritage. In preparation for its unified launch in China, PepsiCo Design and Innovation team modernized the visual identity for the nuances of this very important market.
After careful analysis of the historic, cross-cultural brand assets, we started eliminating everything that was ornate and unnecessary. The historic branding had a heaviness that spoke to indulgence, but we wanted to clearly communicate the light and fizzy refreshment of the product line. After cleansing the palate of the packaging, we added a minimal black and teal graphic element. A fountain. A symbol of energy, refreshment, and renewal. An uplifting element designed to cue lightness and the product’s gentle fizz. All understated on a clean aluminum canvas, so the product jumps off the shelf and looks super-premium in a consumer’s hand.
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THE CHALLENGE
DESIGN A POINT OF SALES TO ILLUSTRATE THE MINIMALISTIC APPROACH OF EVERVESS GCR
RE-STAGE
The main task for Evervess Restage POSM was to capture the new brand approach and transform that into a physical experience in a small proportion.
The Point of Sales will be present in a variety of spaces such as convenience stores all across China, and due to that, need not only to follow the brand's direction on style, but also be compact and impactful enough to capture the consumers attention to the lifestyle Evervess is proposing.
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