ARTCO & Pepsi
While the art and design worlds are trying to reconcile their differences and work together, Cary Lietzes of ARTCO is working to bring artists and major corporations closer, by creating branding that is visually stimulating and unique. Design has a long history of struggle with the mass market but Lietzes has pioneered a fresh approach to the subject and carved out an intricate niche for herself and the artists and brands with which she works.
Using her knowledge of fashion, marketing and publishing, Lietzes recognised the need for new blood in the marketing world and identified current artists whose forward thinking and creativity suited these needs.
Hence, ARTCO's current project with Pepsi is not surprising, but is refreshing.
ARTCO has assembled 10 artists to design the Pepsi cans for the company's 4 biggest markets.
Very specific guidelines were set, along with some technical restrictions in relation to Brand Pepsi.
For instance, artists were only allowed to work within 6 colors, 5 of the 6 were Pepsi designated colors; not more than 20% of the design could be in red, in order not to be confused with you know who, "Always NANANA"...
The challenge was even greater with such a limited creative framework; however, the wide exposure, artists will be getting as a result, is by itself a satisfying reward.
The 10 different designs will be sold worldwide, with the new designs rolling out in select countries before expanding to more locations throughout the year, reaching a wide cultural mix.
USA / NICK Z; China / STELLA LAI; Puerto Rico / DZINE; Korea / YOON LEE; Brazil / AVAF; India / THURKAL & TAGRA; UK / JON BURGERMAN; Russia / DUBOSSARSKY & VINOGRADOV; Mexico / FERNANDA BRUNET