Edmund Tay

PROJECT NAME

Pepsi Mini


ROLE

Art Direction

Graphic Design


CO-DESIGNERS

Ron Yee

Beryl Zheng

Pepsi Mini is a new-old product offering from the line of products from Pepsi. We saw an opportunity with the Chinese market for a quick shot of fun with less guilt product offering and quickly explore a few avenues to call to that proposition.


It is a campaign idea that even though small in size, it comes with great possibilities. We play with the hyperbole contrast between small and big to further emphasize on the physical attributes of a mini can. The expression becomes our campaign language that stays true to the boldness of the Pepsi brand.The idea is highlighting the story of David vs Goliath. Despite small in size, the fun doesn't have to be small. We express it through a simple contrast comparison between the product and a super-sized fun item.

MINI CAN – BIG FUN

MINI CAN – BIG EXPERIENCE

MINI CAN – BIG TRAVELS

MINI CAN – BIG HAPPINESS

MINI CAN – BIG POSSIBILITIES

MINI CAN – BIG ENTERTAINMENT

MINI CAN – BIG SATISFACTION

MINI CAN – BIG PRIDE

MINI CAN – BIG MOMENTS

MINI CAN – BIG ADVENTURE

MINI CAN – BIG NOISE

MINI CAN – BIG FESTIVAL

MINI CAN – BIG ENJOYMENT

MINI CAN – BIG PARTY

MINI CAN – BIG IMPACT

MINI CAN – BIG REUNION

Designed with Ron Yee and Beryl Zheng at PepsiCo.

This is an internal conceptual experiment only and does not represent Pepsi or PepsiCo in anyway or form.