Pepsi Navruz

Task

Develop label designs for Pepsi dedicated to the Navruz holiday.

Idea

To win the hearts of consumers, global brands need to understand the local market.

Navruz is one of the oldest holidays in the world, with its own customs and traditions across different countries. It is part of Uzbekistan’s intangible cultural heritage and a truly “people’s” celebration for everyone in the country.

That is why Pepsi features on its labels the people who are the true heroes of the celebration: gathering together, cooking the traditional treat sumalak, dancing, and singing.

Result

Two label designs for 2L PET bottles, featuring illustrations inspired by traditional Navruz customs and presenting a stylized interpretation of the holiday in a modern context.