Back in 2015, PepsiCoâs chief design officer, Mauro Porcini published a manifesto in HOW Magazine titled âHow Designers Can Change the World.â It praises innovation and design thinking while also leveraging a brandâs equity through business, technology, and people. While that might feel like hyperbole to some, you have to understand just how deeply connected design is to how a brand lives in the world.
Sure, with dynamic design aside, Pepsi itself is an iconic, global brand, thatâs instantly recognizable. Even if they hadnât been on full display at this yearâs Super Bowl LIII with ads featuring Cardi B and Steve Carrel, consumers around the world would continue to recognize and connect with the brand. And PepsiCo isnât just Pepsi, as theyâre also home to many well-known, billion dollar brands like Quaker, Lays and Tropicana.
So, now that Porcini has been with PepsiCo since 2012, has anything changed in his approach to design or his earlier manifesto?
