Pepsi: Dig In
Project 2021
CLIENT
PepsiCo
STUDIO
JD&Co.
CONTRIBUTION
Website
Branding
Social
UI Design
Illustration
Motion graphic
CREATIVE DIRECTION
Arielle Knapp (PepsiCo),
Anna Tou (PepsiCo),
Dakyung Lee, Jong Woo Si
LEAD DESIGN
Danie Suk
DESIGN
Danie Suk, Eunseo Jun
LEAD COPY
Ryan Cheung
COPY
Karen Bolipata
PROJECT TIMELINE
13 months
Dec 2020 – Dec 2021
Overview
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In 2021, JD&Co. Design partnered with PepsiCo to launch the Dig In campaign, spotlighting Black-owned restaurants. Amidst systemic challenges worsened by the pandemic, the campaign aimed to support small businesses by providing training, mentorship, and grants. JD&Co. Design led the creative direction, developing a bold digital platform and promotional materials.
The campaign's website serves as a hub for restaurant owners to access resources such as consultations and optimization services. PepsiCo's goal is to generate $100 million in sales for Black-owned restaurants over five years, with personalized attention to 5-15 restaurants in 40+ communities. Dig In Day, an initiative under the campaign, encourages customers to explore Black-owned restaurants, track purchases, and earn rewards.
Website​
Design
For the Dig In project, I led the design of a new website and built the overall brand identity for the campaign. This included creating brand fonts, colors, illustrations, UI graphics, and simple animations. Pepsi wanted the campaign’s design to feel approachable while capturing the unique humor of the Black community.”
Interactive Learning
Since the website’s content focused primarily on education and mentoring, the key challenge was organizing each learning section effectively to maintain user engagement. To address this, various interactive elements were strategically incorporated throughout the pages.
ADA
Compliance
Additionally, to accommodate users across a wide age range and ensure an inclusive experience, all colors and font sizes were carefully designed in compliance with ADA accessibility standards.
Strategic Partnerships
Pepsi Dig In activated the campaign in collaboration with Eatokra, a platform for Black-owned restaurants, and the Black And Mobile app. As part of this, a section promoting both apps was added to the Pepsi Dig In page, along with a tutorial page that briefly explained how the Eatokra and Black And Mobile apps integrate with the Pepsi Dig In program.
Gamification
Reward
I created all the iconography for the DigIn program, including the badges for the DigIn Passport program below. As part of the DigIn campaign, Pepsi launched the DigIn Passport program to encourage customer participation. Customers who dined at a Black-owned restaurant, joined DigIn, and uploaded their receipt at DigInPassport.com could earn badges and win special prizes.
Brand
Guideline
Throughout the project timeline, I also worked on the brand guidelines for Pepsi and their B2B clients. These guidelines covered essential brand elements, including logos, colors, and typography, as well as extended brand collaterals like brochures, emails, and posters.
