Task:
To design labels for Pepsi dedicated to the Navruz holiday.
Idea
In order to win the heart of the consumer, global brands need to understand the local market.
Navruz is one of the oldest holidays in the world, which has its own customs and traditions in different countries. Navruz is a part of the intangible cultural heritage of Uzbekistan and a truly "national" holiday for all residents of the country.
Therefore, Pepsi shows on the labels the people who are the main characters of the celebration: they get together, cook a special treat – sumalak, dance and sing
