PepsiCo: Off the Clock

As part of our summer internship with PepsiCo, we were tasked with creating a new visual identity for a Bubly x Cheetos New Year’s Eve influencer event. The brief called for a concept that tapped into Gen Z’s craving for playful yet elevated experiences—deepening emotional connection, cultural relevance, and brand distinctiveness.

I proposed the initial concept, centered on the commonality of smiles between the two brands. Together, we refined & evolved this idea into a visual identity inspired by the insight that Gen Z, burned out by hustle culture and corporate grind-sets, craves moments of joy.

We divided deliverables across the team, with my focus on leading the packaging design. We brought the visual identity to life across packaging, merchandise, and digital applications, and presented directly to the company.

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Partners: Jenelle Deleon, Jess Fend, Joyce Ahn, Megan Lee, Yuji Yasuda