The package recalls a classic handbook—portable and easy to slip into a bag. We landed on a flexible-binding paperback that would feel lightweight but still substantial. The cover has rounded corners and a soft-touch matte lamination that prevents staining.
The PepsiCo Way: A Cultural Transformation
We had worked with PepsiCo in 2015 to create a book commemorating their fiftieth anniversary. More recently, they came to us with a different request: The company wanted us to help amplify a new program of corporate culture they had devised based on seven guiding behaviors—dubbed The PepsiCo Way. Our solution was to create an object with multiple entry points so that it would be accessible to employees at all levels.
Take It With You
Interactive Elements
Sprinkled throughout the book are two-page sidebars profiling case studies of exemplary employees. These were based on pre-existing video interviews, and we wanted readers to be able to experience those in their entirety if they wished. So we embedded QR codes in the sidebars that linked out to the videos, customizing the codes in colors to match each sidebar. We also converted the book into an interactive eBook sprinkled with these and more live links to company content.
Expanding Vocabulary
We took PepsiCo’s existing graphic iconography and expanded it to create patterns, backgrounds, and ornamental borders. This helped make the book feel of a family with the company’s other communication tools, while also pushing the boundaries of the graphic language in ways the company could use in other applications later.
Multiple Entry Points
Since we knew employees’ time is precious, we wanted to structure the book in a way that it could be digested in small bites. Each chapter has five types of self-contained sidebars, each with a different length of content. This way, the reader can pick and choose which to dive into based on how much time they have at the moment.
