PepsiCo
Clean Label Shift: Transforming PepsiCo's Snack Portfolio
Trend & Design Research
White Space Definition
Brand Design
Food Design
Situation: Ex-CEO, Indra Nooyi, and the Hive Incubator of PepsiCo aimed to develop a D2C business to meet pockets of growth and unmet needs in the healthy snacks space.
Challenge: Indra’s Indian heritage was a key driver for every touchpoint of a new-to-world lifestyle brand, digital ecosystem, and healthy product portfolio. We aimed to bring a wider cultural lens to the PepsiCo portfolio with an Indian-inspired brand that blends Eastern holistic health with the Western yoga lifestyle.
Solution: We co-created the holistic experience with devout yoga leaders to ensure authenticity and smart trade-offs, from concept through launch. A nod to the Sanskrit word for vitality, OJAS ("oh-djas") STUDIO is an accessible, convenient, and 100% clean-label snack business. The plant-based date and grain bites offer an easy and realistic solution to on-the-go snacking.
The recent launch reflects a massive shift for the processed foods manufacturer because it changes the definition of “snacks” from empty calories to real food. Ojas Studio went from concept to launch in only 11 months and was the first brand to emerge from the Hive Incubator.
Real Food. Nothing Fake.
We ensured product quality and taste were up to par, even at the factory level.
Tribe-Driven Research
We identified a bulls-eye target to give the brand focus, from concept through brand activation. Our tribe of “Mindful Yogis” kept us honest and real.
Brand & Packaging Design
We defined everything about Ojas, from the name and logo to the product architecture and packaging design.