Bev N’ Bite: A Pepsi & Doritos College Activation
This was an project done with fellow interns while at PepsiCo for Summer 2024.
College students step into our activation, Bev N’ Bite, to enjoy Pepsi and Doritos like never before. This retro-inspired immersive event travels from campus to campus, fostering genuine connection through a collaborative food and beverage experience.
Bev N’ Bite features two Greek life inspired houses, one for each of our brands. Pepsi Pi and Doritos Delta contain unexpected culinary innovations, exciting photo ops, and a DJ. Outside of the Greek life houses, students will find interactive games, and authentic opportunities to connect with their peers.
VIS ID Moodboard
When looking at inspiration for our activation, we decided to pull from 80’s and 90’s design as they are most on trend for retro styles. We know that Gen Z longs for simpler times — the natural discoloration of old newspapers, the fuzz of old TVs, the candid nature of disposable cameras. We wanted to capture that nostalgic authenticity by creating the concept of Retro Revamp, which involves taking old trends and aesthetics and applying a unique modern spin.
Early Logo Ideation
In my early logo ideations, I focused on exploring how to represent the brands together. This manifested in how I used reds, blues, and type from each brand. I also pulled from neon sign references, which connected with the Pepsi pulse and the Doritos VIS. We ultimately shifted our main logo to represent the event itself instead of overt co-branding, which we found to be more visually harmonious and successful.
Main Logo Lockup and Responsive Logo
For our main logo, we decided to utilize a playful type with slight imperfections to match the feel of our event. I was tasked with designing a handwritten, gestural ‘N’ to call back to the scribbles on the nostalgic 90’s cups. The handwritten apostrophe is playfully nestled in the counter of the B in “Bite”. This is mirrored in our responsive logo that utilizes handwritten Greek letters to represent Pepsi Pi and Doritos Delta.
For both logos, we decided to hero the color cyan, as it ties back to our neon retro inspiration while still feeling modern. We felt it was the color that best represented our activation while pairing up well with the color palette of both Pepsi and Doritos.
Colors
When choosing our main color palette, we opted for a less saturated red and blue to represent Pepsi and Doritos. We then introduced the cyan and yellow to go along with them, tying back to our theme of Retro Revamp. The last two colors are an off-black and off-white that assist with the vintage feel. These colors can be applied to our logos in different ways, such as Mix N’ Matching, or in various singular colorways.
Illustration
A Pepsi can, a Doritos bag, a cup pong set, a cornhole board, Greek letters, and organic shapes and squiggles all come together to create an 80’s carpet inspired pattern for our activation. We went with hand-drawn illustrations for this pattern to maintain that authentic feel. When creating these illustrations, I experimented with layering the icons in different colors and offsetting them for a glowing, neon effect.
I included several different colorways that can be used in different areas of the activation, such as the cyan for Pepsi Pi and the yellow for Doritos Delta. The multicolored pattern uses all the colors from the palette and celebrates all the different aspects of the activation.
VIS ID Toolkit and Event Flyers
Our VIS ID assets all come together in our promotion flyers, which would be posted around college campuses to spread the word and excite the students. We utilized photography inspired by disposable film to bring in that imperfect authenticity and casual fun.
The images highlight students enjoying food and drink and connecting with their classmates. The photo editing features time stamps, Huji film filters, photo burns, and light leaks. These flyer mockups made by other members of the team utilize our squiggle graphic and main logo lockup to create an exciting energy for the activation.
Early House Ideations
Our event takes form in the fraternity row inspired houses Pepsi Pi and Doritos Delta. In these earlier concept illustrations I completed, we explored the houses being separate from each other to let each of the brands shine. We eventually joined the houses (seen on right) to create a single space for food enjoyment and celebrate the brands together.
The Bev N’ Bite House
This 3D render showcases our full activation in all its glory. The neon lights, games, and student-curated music from the DJ draw the students in to partake in a brand experience like no other.
Activation Flow
The students can enter on the first floor through either the Pepsi Pi or Doritos Delta side to see the immersive photo op. They will exit through the merch room, where they can peruse the merchandise or exit onto the front lawn.
They can order food and drink on the kiosks at the front of the building or via phone by scanning a QR code. They can head up the stairs on either side of the building to pick up their food and drink on the second floor. Standing tables are available to use downstairs on the front lawn.
Materials
Our houses are constructed with several metal shipping containers. We’ll utilize neon lights throughout the building, which will bounce off of this material. Taking inspiration from retro roller rinks, the first floor features a rug with our illustration pattern on it, along with lockers to bring in some school nostalgia. The top floor will have checkerboard floors and wood paneling on the walls, referencing our theme of Retro Revamp.
Interior Design
Depicted above are our immersive photo ops for Pepsi Pi and Doritos Delta. The Pepsi Pi photo op features lockers, neon Pepsi lights, and a floating boombox for students to pose with. They exit into Merch through a Doritos vending machine illusion door.
The Doritos Delta photo op features dynamic triangular patterning on the walls, along with a giant tube TV to pose in. Guests exit to Merch through a Pepsi fridge illusion door. Both photo ops are floored with the illustration pattern rug.
Pepsi Pong
This Pepsi-branded game is a giant take on cup pong, a classic college activity. It features giant Pepsi cans with neon rims for night visibility and a Bev N’ Bite ball.
Chip Shot
Chip shot is our Doritos-branded version of cornhole. For the board design, I paired my Doritos illustration with repeating triangles of various sizing. We made the Chip Shot bags into mini Doritos bags for a fun twist.
Packaging & Merch
Using the Bev N’ Bite VIS ID assets, we did several mockups for food packaging, apparel, and various merchandise that would be available for purchase. The food and drink packaging features a pattern utilizing the Greek letters along with illustrations from the carpet design.
The staff uniforms are branded for the Pepsi Pi house and Doritos Delta house respectively. The uniform for the outside staff features stitched Greek letters utilizing the illustration pattern, a callback to a Greek life tradition. These shirts are also available to the guests for purchase.
Our high ticket merch item is a Bev N’ Bite branded football jersey, a student favorite. We also have a sweat suit set with Greek letter patterning on the hoodie. We want students to be able to take the fun with them, so there are mini glow-in-the-dark cup pong sets available to buy. There are also fabric swatches available featuring the illustration pattern so students can make their own stitched letters.
Lastly, we want every student to walk away with a lasting memory from the event. In addition to the free Pepsi cans and Doritos chips, koozies with the illustration patterning will be free for everyone.
Summary
Overall, our goal with this activation was to form a genuine connection with Gen Z students as the activation travels from campus to campus. We sought to create an event that takes them back in time to create authentic fun and community, facilitated by Pepsi and Doritos.
Credits
Briani Carlini: Logo & Wordmark Ideation, Secondary Logo Pattern, Photography Direction, Flyer Design & Mockups, Menu Design & Mockups, Merch Design & MockupsBryten Gant: Logo & Wordmark Ideation, Main Logo "N" Design, Secondary Logo Design, House Ideation & Illustration, Main Illustration Pattern, Chip Shot Ideation & RenderJhan Le: Logo & Wordmark Ideation, Flyer Design & Mockups, House Design & 3D Render, Interior Design, Layout Design, Menu Design & Mockups, Pepsi Pong Ideation & RenderNiles Rankin: Logo & Wordmark Ideation, House Design & 3D Render, Interior Design, Layout Design, Materials, Packaging Design & MockupsRiley Winefordner: Logo & Wordmark Ideation, Photography Direction, Flyer Design & Mockups, House Ideation, Layout Design, Merch Design & MockupsSusan Post: Logo & Wordmark Ideation, Flyer Design & Mockups, Merch Design & Mockups