Absolutely, especially when humans are at the centre of the design process. For example, as a brand, 7UP aims to create moments of upliftment and joy every day. This year when 7UP outside of the United States was rebranding, our Design Team created a visual identity that perfectly captures this brand ethos, including bright, zesty hues and high-contrast lines and shapes that create a feeling of upward energy.
Another example is our Pepsi Culture Can Series, which serves as a global platform to uplift the things that bring people together, like symbols, food, music and architecture. From China and Malaysia to Saudi Arabia and Mexico, each limited-edition can highlighted local artists and designers to uncover symbols of unity, hope and joy. These traditional designs were then infused with the youthful optimism that represents the Pepsi brand. The Culture Can Series delighted Pepsi fans everywhere.