EVOLVE

Company: PepsiCo
Location: United States
Project Type: Produced
Product Launch Location: United States
Packaging Contents: Plant-Based Protein
Packaging Substrate / Materials: Plastic

PepsiCo is relaunching the EVOLVE brand -- the reimagined portfolio includes immersive packaging from our in-house design team, reformulated plant-based protein shakes, and new flavors. EVOLVE’s new look is inspired by the outdoors and visually brings the brand’s commitment to our treasured National Parks to life on-pack, matching delicious flavor with purpose.

Specifically:

• Double Chocolate celebrates Big Bend National Park and its towering canyons, carved by the Rio Grande.
• Vanilla Bean draws inspiration from the refreshing, snow-capped mountains of Glacier National Park.
• Berry Medley celebrates the breathtaking scenery and never-ending-sky found at Hawaii’s Haleakalā National Park.
• Café Mocha spotlights Rocky Mountain National Park and stunning vertical rock faces of Hallett Peak.

PepsiCo's Design team led the strategy behind the portfolio’s new visual identity, creative development and execution for all packaging for launch, retaining striking stopping power with a simple design system. The team was inspired by the diverse beauty of the National Parks, and each Evolve package celebrates a national park by showcasing its scale and uniqueness, tapping into the Evolve consumer’s passion for the outdoors no matter where they live. The arrow in the center of the “O” represents finding your true north, while the triangle shape language communicates outdoors and adventure. Abstract imagery of naturally occurring textures and structures connotes taste appeal by drawing parallels to the patterns and colors found in EVOLVE flavors.

“With the EVOLVE brand redesign, we wanted to create something differentiated for consumers who derive energy from staying active and getting outdoors,” said Matthieu Aquino, VP of Design, Global Beverage & Brand Experience. “The new visual identity and redesigned bottle invite the feeling and experience of the outdoors, while also communicating our ongoing support of the National Park Foundation.”

Beginning April 16, in celebration of National Park Week, EVOLVE is launching a sweepstakes that gives back to the National Park Foundation that encourages explorers to discover their own personal connections to the outdoors. One traveler will receive $10,000 to take an epic national park adventure.