BREATHTAKINGDesign Strategy2008.08.04ARNELL GROUPWORK IN PROGRESS 2008.08.04
A. BREAKING THE CODE FOR INNOVATION From Convention to Innovation
BREATHTAKINGTrajectory of InnovationCONVENTIONDNAINNOVATIONFUTURED. Continued investment provides us with a clear resource for reinvention.CONVENTIONDNAINNOVATIONFUTUREC. The investment in our DNA leads to breakthrough innovation and allows us to move out of the traditional linear system and into the future.CONVENTIONDNAINNOVATIONB. By investing in our history and brand ethos we can create a new trajectory forward.A. How do we move from convention to innovation?CONVENTIONINNOVATION
B. THE ORIGINS OF CREATIVE ENDEAVORS Universal Design Principles and PepsiCo’s Brand Heritage
BREATHTAKINGBrand Heritage and the Aesthetics of SimplicityThe Pepsi ethos has evolved over time. The vocabulary of truth and simplicity is a reoccurring phenomena in the brand’s history. It communicates the brand in a timeless manner and with an expression of clarity. Pepsi BREATHTAKING builds on this knowledge. True innovation always begins by investigating the historic path. Going back-to-the-roots moves the brand forward as it changes the trajectory of the future. 191020091970
BREATHTAKINGUniversal Design PrinciplesBREATHTAKING is a strategy based on the evolution of 5000+ years of shared ideas in design philosophy creating an authentic Constitution of Design. This chart documents the origin and evolution of intellectual property. 600 BCMusica Mundana:Pythagoras creates spatial hierarchies from musical scales300 BCGolden Ratio:Euclid explores the mathematics and proportion of nature278 BCFeng Shui:Ancient Chinese art of placement and spatial arrangement1452The Art of Building:Alberti draws on the relation of numbers and areas70 BCVitruvian Principle:In “De Architectura” he demands: strong, useful, beautiful. 1455Vitruvian Renaissance:Rediscovery of the Vitruvian principles and their publication1637La Géométrie:Descartes develops the cartesian coordinate system 1858Möbius Strip:Möbius creates a surface with only one side and edge1948The Modulor:Le Corbusier drawsalgebraic relations in the human bodyNatural Sunfl ower GridCity GridDome GridEuclidian GeometryProportions of a CircleSub-ProportionsNatural Golden SpiralParthenonDa Vinci’s Mona LisaNatural Magnetic EnergyDuality in BalanceElements of Energy“De Architectura”Greek House PlanLong: 1:1, 2:3, 3:4Middle: 2:4, 4:9, 9:16Short: 1:1, 2:3, 3:4Da Vinci’s Vitruvian ManVitruvian SphereVitruvian Theater“De La Method”Proportional CompassMöbius StripConstruction of the StripThe ModulorHand ProportionHead RotationHouse Grid3000 BCVāstu Śāstra:Hindu Tradition of numerical harmonyas spatial organizerGeometric Golden MeanVitruvian Analemmag2009Pepsi:Pepsi introduces Breathtaking
BREATHTAKINGIconic GeometryDerived from PepsiCo’s rich packaging legacy and inspired by some of its earliest forms and proportions, BREATHTAKING revitalizes the essence of...
