BREATHTAKING Design Strategy
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- Ashley Blankenship
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1 Design Strtegy ARNELL GROUP WORK IN PROGRESS
2 A. BREAKING THE CODE FOR INNOVATION From Convention to Innovtion
3 Trjectory of Innovtion A. How do we move from convention to innovtion? CONVENTION INNOVATION B. By investing in our history nd brnd ethos we cn crete new trjectory forwrd. CONVENTION INNOVATION DNA C. The investment in our DNA leds to brekthrough innovtion nd llows us to move out of the trditionl liner system nd into the future. FUTURE CONVENTION INNOVATION DNA D. Continued investment provides us with cler resource for reinvention. FUTURE CONVENTION INNOVATION DNA
4 B. THE ORIGINS OF CREATIVE ENDEAVORS Universl Design Principles nd PepsiCo s Brnd Heritge
5 Brnd Heritge nd the Aesthetics of Simplicity The Pepsi ethos hs evolved over time. The vocbulry of truth nd simplicity is reoccurring phenomen in the brnd s history. It communictes the brnd in timeless mnner nd with n expression of clrity. Pepsi BREATHTAKING builds on this knowledge. True innovtion lwys begins by investigting the historic pth. Going bck-to-the-roots moves the brnd forwrd s it chnges the trjectory of the future
6 Universl Design Principles BREATHTAKING is strtegy bsed on the evolution of yers of shred ides in design philosophy creting n uthentic Constitution of Design. This chrt documents the origin nd evolution of intellectul property BC Vāstu Śāstr: 600 BC Music Mundn: 300 BC Golden Rtio: 278 BC Feng Shui: 70 BC Vitruvin Principle: 1452 The Art of Building: 1455 Vitruvin Renissnce: 1637 L Géométrie: 1858 Möbius Strip: 1948 The Modulor: 2009 Pepsi: Hindu Trdition of numericl hrmony s sptil orgnizer Pythgors cretes sptil hierrchies from musicl scles Euclid explores the mthemtics nd proportion of nture Ancient Chinese rt of plcement nd sptil rrngement In De Architectur he demnds: strong, useful, beutiful. Alberti drws on the reltion of numbers nd res Rediscovery of the Vitruvin principles nd their publiction Descrtes develops the crtesin coordinte system Möbius cretes surfce with only one side nd edge Le Corbusier drws lgebric reltions in the humn body Pepsi introduces Brethtking Nturl Sunflower Grid Euclidin Geometry Nturl Golden Spirl Nturl Mgnetic Energy De Architectur Long: 1:1, 2:3, 3:4 D Vinci s Vitruvin Mn De L Method Möbius Strip The Modulor City Grid Proportions of Circle Prthenon Dulity in Blnce Greek House Pln Middle: 2:4, 4:9, 9:16 Vitruvin Sphere Proportionl Compss Construction of the Strip Hnd Proportion Dome Grid Sub-Proportions D Vinci s Mon Lis Elements of Energy Short: 1:1, 2:3, 3:4 Vitruvin Theter Hed Rottion House Grid Geometric Golden Men Vitruvin Anlemm
7 Iconic Geometry Derived from PepsiCo s rich pckging legcy nd inspired by some of its erliest forms nd proportions, BREATHTAKING revitlizes the essence of PepsiCo in creting n iconic shpe for the brnd Retin the best of PepsiCo s history nd shpe the next PepsiCo bottle into n icon for the brnd.
8 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions The Pepsi DNA finds its origin in the dynmic of perimeter oscilltions. This new identity mnifests itself in n uthentic geometry tht is to become proprietry to the Pepsi culture.
9 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
10 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
11 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
12 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
13 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
14 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
15 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions 14
16 Trcing the Pepsi DNA Pepsi Geometries: Perimeter Oscilltions
17 C. TOWARDS INNOVATION: PROJECTING PEPSI S FUTURE Applying Universl Lws to Estblish Blueprint for the Brnd
18 Cretion of Identity: Precedents Artists nd rchitects hve proportioned their works to pproximte the Golden Rtio, especilly in the form of the Golden Rectngle, in which the rtio of the longer side to the shorter is the Golden Rtio. They believe this proportion to be universlly nd estheticlly plesing. The Golden Rtio plys n essentil role in humn perception of beuty. Height nd width of the Prthenon is proportioned to yield Golden Rectngle. Leonrdo D Vinci studied the proportion of the humn fce nd pplied his findings in the Mon Lis pinting. Book formt nd pge lyout re bsed on the Golden Proportion. The dimeter of the Nutilus Shell increses proportionlly with the Golden Rtion.
19 Cretion of Identity: A Blueprint for Proportions A. The Golden Rtio It strts with squre. B. The Pepsi Rtio It strts with circle. 1. Drw circle with dimeter d= Find its center nd drw two sme size circles with dimeter d= Rotte the centerline 45. Copy one of the smller circles. Plce its center on the intersection of the lrger circle nd the rotted centerline Drw circle tht lies within the lrger one. Its dimeter is such tht it touches ll three circles in exctly nd only in one point. 0.5 b b Rotte the centerline by 56. Plce the smllest circle with its center on the intersection of the lrgest circle nd the rotted centerline. = b=1 b 6. The Pepsi brnd is creted by intersecting circles with set proportion to ech other. The coordintes re mrked (x). = b=1 0.5b The Pepsi Rtio is creted by two simple circles, tht re in set rtio to ech other: The Golden Rtio. = b=1 0.5b The Pepsi Rtio is esthetic geometry. = b=1
20 Cretion of Identity: Scles nd Dynmic Reltionships A. Geometry of Aesthetics: Proportion The Golden Rtio estblishes proportion of one prt () reltive to nother (b). Plying by these rules produces n esteticism tht is universlly ccepted to be in blnce nd hrmony. The Pepsi esthetic respects these rules: The brnd identity cn be derived from two circles, tht hve set reltion to ech other. b = b b = b B. Geometry of Aesthetics: Dynmics b b d d 45 D A c c C 36
21 Cretion of Identity: Dynmic Forces A. The Erth s Geodynmo A nturlly occurring electric genertor in fl uid motion genertes nd sustins the Erth s mgnetic fi eld. A. The Pepsi Globe B. Mgnetic Fields Mgnetic fi elds exert forces on inner nd outer surfces of the Erth. B. Pepsi Energy Fields Symmetricl energy fields re in blnce. S N S N C. Mgnetic Dynmics Mgnetic fi eld re impcted by sun rdition nd wind motion. C. The Pepsi Globe Dynmics Emotive forces shpe the gestlt of the brnd identity
22 Cretion of Identity: Multiple Perspectives Multiple point of views, One Object One Identity, Multiple Emotions
23 Cretion of Identity: The Fce of New Genertion
24 Cretion of Identity: A Multi-Dimensionlized Brnd A. Motion Trnsforms 2D into 3D > From 2D Circle to 3D Sphere A sphere is defi ned s the surfce formed by rotting circle bout ny dimeter. B. The Brnd Identity is Dimensionlized through Motion > >
25 Cretion of Identity: Color Theory A. Objective Color / Subjective Emotion Ech color on the color wheel is ssocited with subjective psychic nd emotionl vlue. B. Brethtking Color Plette The Brethtking Color Plette is derived using scientific method of color ssignment bsed on the product s essence nd primry fetures. COOL > PEPSI COOL FRESH > PEPSI MAX ENERGETIC BALANCED > CAFFEINE FREE PEPSI COOL RICH > FRESH DIET PEPSI COOL LIGHT > FRESH CAFFEINE FREE DIET PEPSI
26 Cretion of Identity: Grvittionl Pull Attrction Theory: The Pepsi Proposition Estblishment of grvittionl pull to shift from trnsctionl experience to n invittionl expression. End of Aisle > Typicl Light Pth Typicl Shopping Aisle End of Aisle > Light Pth with Grvittionl Pull Grvittionl Pull of Pepsi End of Aisle > Reltivity of Spce nd Time Pepsi Proposition / Pepsi Aisle Pepsi Aisle 60 Pepsi Aisle 30 Pepsi Aisle 10
27 Cretion of Identity: The Pepsi Universe A. Universe Expnsion The universe expnds exponentilly with f(x)=e x. [1 light yer = 671 million miles per hour]. B. The Pepsi Orbits Dimensionlize exponentilly. x x=1 light yer Pepsi Plnet x x=2 light yer Pepsi Glxy x x=8 light yer Pepsi Universe
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