PepsiCo

PepsiCo Design is the in-house design organisation of the American food and beverage company, run from 350 Hudson Street in New York as a cross-disciplinary centre with six centres of excellence. Inside the group it is a strategic capability rather than a support function, working on consumer insight, brand identity and innovation for a portfolio reaching 200+ countries.

Its work is grouped into brand design, which turns strategy into visual systems; product design, developed iteratively for food and drink; brand strategy; experience design, staged in food, music and sports; innovation and sustainability; and merchandising and lifestyle, which translates brands into objects people wear and collect. Richard Bates is chief design officer, and the team works with agencies, studios, technology partners and academic institutions.