In a 5-day PepsiCo Design & Innovation Workshop students will be asked to create a new brand, including:

• defining the brand purpose,
• developing a product or family of products,
• topline food concept, sustainable packaging/experience solution,
• 360° brand design and specific delivery and experience models required.

The brand should be targeted to a specific consumer group with a unique distribution and consumption model for a specific micro-channel such as: students on campus, movie goers at the cinema, skiers on the slopes, etc…

PepsiCo’s current portfolio, as well as some new, emerging brands in the CPG space, will serve as the foundation and inspiration for the design challenge.