PepsiCo Design & Innovation (USA)
design.pepsico.com

Project Title: LIFEWTR Series 6: Diversity in Design
Client or Class Name: PepsiCo - https://pepsico.com

LIFEWTR is a purpose-driven brand driven by design that provides a premium bottled water experience by fusing creativity and purpose to serve as a source of inspiration and hydration. More than water, LIFEWTR is a platform for emerging artists. Design is at the heart of the brand, foremost on the bottle, and in how it communicates through artists and brand content, in store, and at live events. LIFEWTR first launched in the U.S. in January 2017. LIFEWTR was born out of purpose and design thinking—it is a water brand with a uniquely human-centered focus that carves out a distinct space in the water category and impacts the broader society and art community on a global scale. In 2018, LIFEWTR released three different series, each raising awareness around a cultural anchor that is relevant to society and featuring the work of three emerging artists working in that space. Focusing on ‘Diversity in Design’ for Series 6, the brand highlighted how diverse perspectives can enhance our collective cultural experience through the work of Ji Won Choi, Jamall Osterholm, and Daniel Cloke. These three emerging international artists use design as a medium to express diverse backgrounds, share original perspectives, and inspire positive change. Through an ongoing partnership with the Council of Fashion Designers of America (CFDA), these young designers were able to show their collections during New York Fashion Week. Each series reinforces how LIFEWTR stands for advancing artists and creators. It inspires people to think about and build connections to art in tangible ways. One key differentiator is that the brand has been built through experiential design—providing consumers with an immersive, memorable experience that is then shared digitally to build a powerful organic and authentic following.