Did you know that work by women artists makes up only 3–5% of major permanent collections in the U.S. and Europe? Wanting to offer a platform for female artists, LIFEWTR bottles now feature the unique artistic talents of women from around the world. Todd Kaplan, Vice President, Water Portfolio – PepsiCo North America Beverages and the PepsiCo Design Team told us more about this series of bottle designs, brands that do social good, the challenges this endeavour posed and more.
Todd Kaplan: For each of our LIFEWTR Series, the goal was to showcase and advance sources of creativity. For Series 2, we wanted to champion women in the arts based on the fact that more than half of visual artists today are women, but work by female artists makes up only 3-5% of major permanent collections in the U.S. and Europe. By providing a creative platform for these female artists we hope to showcase their unique talent to bring even more art and inspiration into the world.
PepsiCo Design Team: We work closely with the each individual artist to take their unique artwork files, and translate them into and impactful bottle that highlights the balance between the artwork and the water itself. This is done by thoughtfully leveraging and editing out areas in the artwork where transparency brings added value or depth to the artwork. When the water bottle is filled, the liquid brings an unexpected layer of beauty and abstraction, especially when looking “through” the bottle—where the LIFEWTR logo is cleverly reverse printed to read from both front and back vantage points.
