K OR W
ESS GR RO IN P
4 08.0 . 008 2
A. BREAKING THE CODE FOR INNOVATION From Convention to Innovation
BREATHTAKING Trajectory of Innovation
A. How do we move from convention to innovation? CONVENTION INNOVATION
B. By investing in our history and brand ethos we can create a new trajectory forward.
C. The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future.
D. Continued investment provides us with a clear resource for reinvention.
B. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo’sBrand 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 phenomena in 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 historicpath. Going back-to-the-roots moves the brand forward as it changes the trajectory of the future.
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 BCVāstu Śāstra:
Hindu Tradition of numerical harmony as spatial organizer
Pythagoras creates spatial hierarchies from musical scales
Euclid explores the mathematics and proportion of nature
Ancient Chinese art of placement and spatial arrangement
Rediscovery of the Vitruvianprinciples and their publication
Descartes develops the cartesian coordinate system
Möbius creates a surface with only one side and edge
Vitruvian Principle: The Art of Building:
In “De Architectura” Alberti draws on the he demands: strong, relation of numbers useful, beautiful. and areas
Le Corbusierdraws Pepsi introduces algebraic relations in Breathtaking the human body
Natural Sunﬂower Grid
Natural Golden Spiral
Natural Magnetic Energy
Long: 1:1, 2:3, 3:4 g
Da Vinci’s Vitruvian Man
“De La Method”
Proportions of a Circle
Duality in Balance
Greek House Plan
Middle:2:4, 4:9, 9:16
Construction of the Strip
Da Vinci’s Mona Lisa
Elements of Energy
Short: 1:1, 2:3, 3:4
Geometric Golden Mean
BREATHTAKING Iconic Geometry
Derived from PepsiCo’s rich packaging legacy andinspired by some of its earliest forms and proportions, BREATHTAKING revitalizes the essence of PepsiCo in creating an iconic shape for the brand.
1898-2009 Retain the best of PepsiCo’s history and shape the next PepsiCo bottle into an icon for the brand.
BREATHTAKING Tracing the Pepsi DNA - 18981896 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:...