PepsiCo Snacks

For PepsiCo Snacks, the challenge was to bring four distinct brands, Lay's, Kurkure, Cheetos, and Quaker, into one engaging, larger-than-life experience, while giving each its own personality and space to shine.

The project went beyond traditional event design, involving the development of individual brand zones from the ground up. From coming up with Lay's-y Lounge, a dedicated space for people to unwind and enjoy their favourite snacks, to naming other zones, conceptualizing interactive activations, and defining their structures, layouts, and overall creative direction, every detail was designed to reflect each brand's personality.

The result was a series of distinct yet connected brand environments, bringing together creative strategy, spatial thinking, and experiential design to turn familiar snack brands into something people could explore, interact with, and experience firsthand.