The HOW In-House Design Awards recognizes the very best creative work produced by designers doing in-house work for corporations, associations and organizations.
Outstanding Achievement Winner
7UP Lemon Lemon
Company/Organization PepsiCo Design & Innovation, New York City; http://design.pepsico.com | Creative Team PepsiCo Design & Innovation, Chandelier Creative
1. Crush Orange Freeze Packaging
Company/Organization Taco Bell, Irvine, CA; www.tacobell.com | Creative Team Tracee Larocca, Christopher Ayres, Brittany Binnig, Rolex Vidal, Kristin Morgan, Kristen Powell, Jennifer Arnoldt, Lucia Malam | Details Taco Bell created a seasonal drink in partnership with Crush Orange that tasted like the iconic Orange Creamsicle, designed to become an instant summer classic. The new cup design embodied those nostalgic summer vibes by using a transparent cup with white ink to create the illusion of a melting popsicle within its negative space.
2. Color Me Spring / Starbucks Spring Hot Cups
Company/Organization Starbucks Global Creative Studio, Seattle; www.starbucks.com | Creative Team London Dewey, Jeffrey Fields, Dena Blevins, Joanna Price, Steve Murray, Jeff Barlow, Dena Taylor | Details Starbucks’ first-ever spring hot cups were designed to be enjoyed by customers and social media alike. Each size has its own cheerful color, while blank-slate white dots, hand-drawn starter illustrations and inspirational messaging invite customers to make the cup their own.
3. PepsiMoji Global Campaign
Company/Organization PepsiCo Design & Innovation, New York City; http://design.pepsico.com | Details Emojis represent a spontaneous and creative way of communicating that coincides with Pepsi’s “Live for Now” brand spirit. As an innovative and engaging way to increase single serve sales, PepsiCo offers its own provocative and fresh take on a cultural phenomenon with the creation of PepsiMoji.
4. Lay’s Smile 2.0 Limited Edition Collection China
Company/Organization PepsiCo Design & Innovation, New York City; http://design.pepsico.com | Details The design of these simple yet highly engaging Lay’s smile packs creates a new means for consumer interaction—hold a Lay’s smile pack up to your face to create a moment of happiness anywhere, anytime.
5. LIFEWTR: Series 1
PepsiCo Design & Innovation, New York City; http://design.pepsico.com | Details The LIFEWTR bottle serves as a canvas for art and design and features rotating label motifs created by emerging artists MOMO, Jason Woodside and Craig & Karl.
6. Pepsi Zero Sugar Limited Edition Super Bowl LI Commemorative Can
Company/Organization PepsiCo Design & Innovation, New York City; http://design.pepsico.com | Details PepsiCo Design partnered with retail agency Theory House and illustrator Matt Stevens to create this commemorative design, and what started as a single can then grew into a Houston-wide activation, with designs on billboards, tour buses and recycling bins.
7. Pizza Hut Corporate Headquarters
Company/Organization BI WORLDWIDE, Minneapolis; www.biworldwide.com | Creative Team Michelle Rollins, Eric Werket, Nate Johannes, Sherwin Schwarzrock, Julie Rybarczyk, Jennie Kettlewell, Andrew Broste | Details The team was challenged to update much of the Pizza Hut corporate headquarters to align with a new internal employee engagement and retention program.
8. Vrai Vodka Cocktails
Company/Organization Design Womb, Chicago; www.designwomb.com | Creative Team Nicole LaFave, Teri Lyn Fisher | Details Vrai is the first take with you–able organic vodka cocktail. Design Womb delivered the brand identity and bright thirst-quenching packaging design for the alcoholic beverage.
9. The Core Four
Company/Organization Citizen Cider, Burlington, VT; www.citizencider.com | Creative Team Raychel Severance, Cheray MacFarland | Details The objective was to design and market an inclusive and approachable yet exciting and hip brand amidst the fast-paced rising of the hard cider market.
Company/Organization Citizen Cider, Burlington, VT; www.citizencider.com | Creative Team Raychel Severance, Cheray MacFarland, Carly LaChant | Details The objective was to create a hip and catchy single-run cider perfect for all summer lifestyles.
Note: The HOW editorial staff assisted in the judging of this category.