About The Project
For this case study, our class was split into two groups and my team was tasked with creating and launching a new PepsiCo snack brand and a new flavor of Mountain Dew. Our team then split into two groups of five with my half focusing on the snack brand. Throughout the project we had meetings with the PepsiCo team, mainly receiving feedback from Kelly Romano (Design Director at PepsiCo), Chanerica Evuen (Director of Global Design) and others from their design teams.
Strategy
Over the course of the project we had to conceptualize the new snack and then develop the visual identity, packaging, and a brand launch campaign. Our snack is called Curleez, a curled potato snack with a peach habanero flavor. For specific assets, I worked on designing the pop-up shop, brand ambassador swag, grab bag, and presentation deck.
