Making Scale Feel Human
Following its first major corporate brand refresh in 25 years, PepsiCo challenged us to define a future-ready corporate brand strategy rooted in food, people, and the power of its global scale.
Client
PepsiCo
Role
Concept Ideation
Brand Strategy
The Ask
PepsiCo challenged us to define a future-ready corporate brand strategy rooted in food, people, and the power of its global scale.
How could PepsiCo make scale feel human?
Research
Through 12+ expert conversations, in-store observations, category analysis, and cultural research, one message kept surfacing: PepsiCo couldn't simply say it was changing. It needed to make that change visible.
Tension
PepsiCo was moving toward agriculture and wellness, but remained known for indulgent, processed products.
The Insight
PepsiCo's credibility in real food was already hiding inside its own system.
Behind every product were farmers, makers, operators, and teams connecting a massive corporation back to something deeply human.
The Strategic Move
Make scale feel human by grounding the brand in food and making the people behind it visible.
The Platform
People Grow PepsiCo
A corporate communications platform celebrating the hands and minds that grow, build, move, shape, and evolve PepsiCo every day.
Rather than hide the complexity of a global food company, People Grow PepsiCo made that system the story.
Bringing It to Life
We turned the platform into a system spanning employees, consumers, and investors: an earned “Grown to PepsiCo Standards” mark, internal grow kits and source feeds, crop-traceable produce, and packaging that revealed the time and people behind everyday products.
The goal was to move PepsiCo from invisible production to visible, human systems.
The Outcome
We presented the strategy directly to PepsiCo at their New York City office.
Our concept was selected as the winning pitch.