• 2016

  • Communication
    Branding and Identity

Designed By:

  • PepsiCo Design & Innovation
  • Karim Rashid

Commissioned By:


Designed In:


PepsiCo drives culinary, equipment and design innovation—now literally across the U.S.—with the launch of PepsiCo NSPIRE™, a new innovation kitchen on wheels.

Designed in collaboration with the award-winning industrial designer Karim Rashid, PepsiCo NSPIRE™ is a physical manifestation of PepsiCo’s brands—blending flavors, colors and textures into a sensorial showcase through form, pattern and immersive interaction.

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  • From a design perspective, PepsiCo NSPIRE™ is a graphic and transportation design system that is synergistic with the user interface of the Pepsi Spire family. The approach embodies the fun spirited nature of Pepsi Spire through colors and dynamic movement of graphics on a structural surface that is both minimal and modern in form. The halo shaped service window is a gesture to the approach at PepsiCo to bring both food and beverage offerings into one holistic experience. Consumers and customers are encouraged to stay and mingle in the PepsiCo NSPIRE™ lounge space because we believe that over food and drink, ideas are born.

  • PepsiCo NSPIRE™ is a mobile innovation kitchen that is the first of its kind. It is more robust than a typical food truck, equipped with a full-service, restaurant quality kitchen and a PA system for crowd entertainment. The Halo around the service window changes color and can be customized to every event at which it appears, along with the Spire user interface. The truck can be re-skinned and repurposed depending on the requirements of each event. PepsiCo NSPIRE™ currently features our world-class internal chefs and in the future aims to partner with local and celebrity chefs across the country.

  • With a goal to both disrupt and delight at impactful events like the Big Game, regional megacity events, and summits, PepsiCo NSPIRE™ features culinary, mixology and beverage innovation, offering an opportunity for PepsiCo to engage consumers with Pepsi Spire digital equipment while showcasing unique culinary creations. At the heart of PepsiCo NSPIRE™ are the embedded Pepsi Spire units, state-of-the-art beverage dispensing fountains that put up to a thousand drink combinations at people's fingertips. Spire can pour up to 3 flavor shots, simultaneously, with any featured beverage. Spire's playful animations express each of PepsiCo's beverage brands, captivating and drawing people into the experience.

  • PepsiCo worked in collaboration with the award-winning industrial designer Karim Rashid to thoughtfully create PepsiCo NSPIRE™ to provide consumers with a dynamic and contemporary opportunity to engage with the company's brands. The portability of PepsiCo NSPIRE™ allows it to create impact and generate social buzz by connecting with local markets where customers and consumers can experience Pepsi innovation firsthand. As people interact with PepsiCo NSPIRE™ it allows them to interact with the latest and greatest from PepsiCo, and leaves them with a lasting impression.