— PROJECT NAME
PEPSI Festive Can
— MY ROLE
Art Direction
Graphic Design
Conceptualization
— AGENCY
MSA
— CREATIVE DIRECTOR
Zacky Djumhana
— ILLUSTRATOR
Chea Socheat
— DATE
28/08/2023
As the Art Director for Pepsi's Dragon Cans concept, I led the creative process, ensuring that every visual element reflected the essence of the Khmer New Year and Pepsi's brand identity and the festive spirit of the Khmer New Year.
Working closely with a talented team of designers, illustrators, and the production supplier, I provided artistic leadership and guided the creative vision for the Dragon Cans concept. I carefully curated the visual direction, paying meticulous attention to detail to ensure that each aspect of the design, from the choice of colors to the incorporation of symbolic dragon imagery, captured the essence of the holiday and resonated with Pepsi's target audience.
Insight
Khmer New Year is a very special occasion and holds emotional significance for Cambodians. Everyone is in a festive mood, eager to participate and engage more during Khmer New Year.
Idea
Pepsi also wants to be a part of this special celebration by creating a yearly special limited edition can exclusively for Cambodians.
Strategic Direction
This 2024, we aim to unleash two dragon embodiments in Cambodia, representing the union of male and female energies. Through this creative expression, Pepsi seeks to bring joy and cultural celebration throughout the year, culminating in a grand Khmer New Year event. These captivating dragon cans will deepen the bond between Pepsi and the Cambodian community, sparking wonder and delight.
Process
After exploring with several direction of the illustration such as oriental, grungy, etc, we’ve concluded with this selected illustration style that is found to be the most resonating with Cambodians.
The Mockup
Key Visuals
The key visual I crafted for the Dragon Cans concept on social media was carefully designed to draw attention to both the new cans and the captivating dragon illustration. The main focus of the visual was the dynamic and vibrant dragon, which served as the centerpiece of the composition. The dragon was intricately illustrated with bold colors and intricate details, creating a sense of energy and excitement. Surrounding the dragon, I strategically placed the new cans, ensuring they were prominently featured and easily identifiable. The cans were positioned to complement the dragon's movements and enhance the overall visual impact.
The Result
The real-life production of the Dragon Cans packaging resulted in visually stunning and attention-grabbing products. The vibrant colors and intricate dragon illustrations translated beautifully onto the cans and cartons. The packaging successfully communicated the cultural significance and Pepsi's brand identity. The result was increased brand visibility and a successful product launch before the celebration of Khmer New Year 2024.
