BREATHTAKING
Design Strategy
2008.08.04
ARNELL GROUPRKOWSSEGRO
RIN P

04.
808.
002

A. BREAKING THE CODE FOR INNOVATION
From Convention to Innovation

BREATHTAKING
Trajectory of Innovation

A. How do we move from convention to innovation?
CONVENTIONINNOVATION

B. By investing in our history and brand ethos we can create a new trajectory forward.

CONVENTIONINNOVATIONDNA

C. The investment in our DNA leads to breakthrough innovation and allows us to move out of thetraditional linear system and into the future.

FUTURECONVENTIONINNOVATIONDNA

D. Continued investment provides us with a clear resource for reinvention.

FUTURECONVENTIONDNAINNOVATION

B. THE ORIGINS OF CREATIVE ENDEAVORS
Universal Design Principles and PepsiCo’s Brand Heritage

BREATHTAKING
Brand Heritage and the Aesthetics of Simplicity

The Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomenain the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi
BREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path.
Going back-to-the-roots moves the brand forward as it changes the trajectory of the future.

1910

1970

2009

BREATHTAKING
Universal Design Principles

BREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating
an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property.

3000 BC

600 BC

300 BC

278 BC

70 BC

1455

1637

1858

1948

2009

Vāstu Śāstra:Musica Mundana:

Golden Ratio:

Feng Shui:

Vitruvian Principle: The Art of Building:VitruvianRenaissance:

La Géométrie:

Möbius Strip:

The Modulor:

Pepsi:

Hindu Tradition ofnumerical harmonyas spatial organizer

Pythagoras createsspatial hierarchiesfrom musical scales

Euclid explores themathematics andproportion of nature

Ancient Chinese artof placement andspatial arrangement

In “De Architectura” Alberti draws on the
he demands: strong, relation of numbers
useful, beautiful.
and areas

Rediscovery of theVitruvian principles
and their publication

Descartes develops
the cartesian
coordinate system

Möbius creates asurface with only
one side and edge

Le Corbusier draws Pepsi introduces
algebraic relations in Breathtaking
the human body

Natural Sunflower Grid

Euclidian Geometry

Natural Golden Spiral

Natural Magnetic Energy“De Architectura”

Long:g 1:1, 2:3, 3:4

Da Vinci’s Vitruvian Man“De La Method”

Möbius Strip

The Modulor

City Grid

Proportions of a Circle

Parthenon

Duality in Balance

Greek House Plan

Middle: 2:4, 4:9, 9:16

Vitruvian Sphere

Proportional Compass

Construction of the Strip

Hand Proportion

Dome Grid

Sub-Proportions

Da Vinci’s Mona Lisa

Elements of Energy

Short: 1:1, 2:3, 3:4

Vitruvian Theater

House Grid

Geometric Golden Mean

1452

Vitruvian Analemma

Head Rotation

BREATHTAKING
Iconic Geometry

Derived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms andproportions, BREATHTAKING revitalizes the essence of PepsiCo in creating an iconic shape for the brand.

1898

1900

1910

1920

1930

1940

1950

1960

1970

1980

1990

2000

1898-2009
Retain the best of PepsiCo’s
history and shape the next PepsiCobottle into an icon for the brand.

BREATHTAKING
Tracing the Pepsi DNA - 1898

1896 Pepsi Geometries: Perimeter Oscillations
The Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic
geometry that is to become proprietary to the Pepsi culture.

BREATHTAKING
Tracing the Pepsi DNA - 1905

1905 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1906

1906 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1929

1929 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1930

1930 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1962

1962 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1971

1971 Pepsi Geometries: Perimeter Oscillations

BREATHTAKING
Tracing the Pepsi DNA - 1991

1991 Pepsi Geometries: Perimeter Oscillations

14°

BREATHTAKING
Tracing the Pepsi DNA - 1998

1998 Pepsi Geometries: Perimeter Oscillations

C. TOWARDS INNOVATION: PROJECTING PEPSI’S FUTURE
Applying Universal Laws to Establish a Blueprint for the Brand

BREATHTAKING
Creation of Identity: Precedents

Artists and architects have proportioned their works to approximate the Golden Ratio, especially in the formof the Golden Rectangle, in which the ratio of the longer side to the shorter is the Golden Ratio. They believe
this proportion to be universally and aesthetically pleasing. The Golden Ratio plays an essential role in humanperception of beauty.

Height and width of theParthenon is proportioned
to yield a Golden Rectangle.

Leonardo Da Vinci studied
the proportion of the humanface and applied his findingsin the Mona Lisa painting.

Book format and pagelayout are based on theGolden Proportion.

The diameter of theNautilus Shell increases
proportionally with theGolden Ration.

BREATHTAKING
Creation of Identity: A Blueprint for Proportions

A. The Golden Ratio
It starts with a square.

B. The Pepsi Ratio
It starts with a circle.

a1. Draw a circle with diameter d=a.

aa0.5a2. Find its center and draw two same
size circles with diameter d=0.5a.

a0.5aa45°

0.5a

3. Rotate the centerline 45°. Copy one of thesmaller circles. Place its center on the intersectionof the larger circle and the rotated centerline.

a0.5a0.5a0.5a0.5a4. Draw a circle that lies within the larger one.
Its diameter is such that it touches all three circlesin exactly and only in one point.

a0.5a0.5abb5. Rotate the centerline by 56°. Place the smallest
circle with its center on the intersection of the largest
circle and the rotated centerline.

56°

aa=1.61803399

ab=1ba

6. The Pepsi brand is created by intersecting circles
with a set proportion to each other. The coordinates
are marked (x).

aa=1.61803399

b=10.5b0.5a

7. The Pepsi Ratio is created by two simple circles,that are in a set ratio to each other: The Golden Ratio.
0.5b0.5aa=1.61803399

b=18. The Pepsi Ratio is aesthetic geometry.

a=1.61803399

b=1

BREATHTAKING
Creation of Identity: Scales and Dynamic Relationships

A. Geometry of Aesthetics: Proportion
The Golden Ratio establishes a proportion of one part (a) relative to another (b). Playing by these rules produces
an aesteticism that is universally accepted to be in balance and harmony. The Pepsi aesthetic respects theserules: The brand identity can be derived from two circles, that have a set relation to each other.

aa=ababb=b

B. Geometry of Aesthetics: Dynamicsbbdda45°

A

Dcc

C36°

BREATHTAKING
Creation of Identity: Dynamic Forces

A. The Earth’s Geodynamo

A. The Pepsi Globe

A naturally occurring electric generator in fluid motion
generates and sustains the Earth’s magnetic field.

B. Magnetic Fields
Magnetic fields exert forces on inner and outersurfaces of the Earth.

B. Pepsi Energy Fields
Symmetrical energy fields are in balance.

SNSN

C. Magnetic Dynamics
Magnetic field are impacted by sun radiation
and wind motion.
2008

2010

C. The Pepsi Globe Dynamics
Emotive forces shape the gestalt of the brand identity.

BREATHTAKING
Creation of Identity: Multiple Perspectives

Multiple point of views, One Object0˚15˚30˚45˚60˚75˚90˚70˚55˚40˚25˚10˚

One Identity, Multiple Emotions

BREATHTAKING
Creation of Identity: The Face of a New Generation

BREATHTAKING
Creation of Identity: A Multi-Dimensionalized Brand

A. Motion Transforms 2D into 3D

From 2D Circle to 3D Sphere>A sphere is defined as the surface formedby rotating a circle about any diameter.

B. The Brand Identity is Dimensionalized through Motion>>BREATHTAKING
Creation of Identity: Color Theory

A. Objective Color / Subjective Emotion

B. Breathtaking Color Palette

Each color on the color wheel is associated witha subjective psychic and emotional value.

The Breathtaking Color Palette is derived using ascientific method of color assignment based on theproduct’s essence and primary features.

COOL

>

PEPSI

COOL
FRESH

>

PEPSI MAX>CAFFEINE FREE PEPSI

COOL
RICH
FRESH>DIET PEPSI

COOL
LIGHT
FRESH

>

CAFFEINE FREE DIET PEPSIENERGETICBALANCED

BREATHTAKING
Creation of Identity: Gravitational PullAttraction Theory: The Pepsi Proposition
Establishment of a gravitational pull to shift from a “transactional” experience to an “invitational” expression.

End of Aisle>

Typical Light Path

Typical Shopping Aisle

End of Aisle>

Light Path with Gravitational Pull

Gravitational Pull of Pepsi

End of Aisle>

Relativity of Space and Time

Pepsi Aisle 60°

Pepsi Proposition / Pepsi Aisle

Pepsi Aisle 30°

Pepsi Aisle 10°

BREATHTAKING
Creation of Identity: The Pepsi Universe

A. Universe Expansion

B. The Pepsi Orbits

The universe expands exponentially with f(x)=ex.
[1 light year = 671 million miles per hour].

Dimensionalize exponentially.

xx=1 light year

Pepsi Planet

x=2 light year

Pepsi Galaxy

x=8 light year

Pepsi Universexx