The 7UP Destinos Guatemala collection, created by PepsiCo Design‘s Latin America team, shares four unique and colorful cans that depict a different destination in a vibrant Central American country south of Mexico, renowned for its Indigenous Maya culture, volcanic landscapes, and well-preserved history. Stylistically, the collectible cans pull inspiration from travel posters and postcard illustrations popular in the 20th century, all while remaining fresh and contemporary in feel.
The limited-edition designs offer a tribute to the ancient city of Tikal, coastal El Paredón, Lake Atitlán—often referred to as one of the most beautiful lakes in the world—and Antigua, famous for its vibrant Spanish colonial architecture and stunning vistas. These destination-inspired cans do more than package a drink; they spark a sense of local pride in those who call the place home, stir wanderlust in those who have yet to visit, and create a deeper, more personal connection beyond refreshment.
What's Driving This Trend
- Destination Packaging
- Limited-edition beverage designs rooted in specific landmarks create emotional value beyond the product and open space for collectible, place-based brand storytelling.
- Cultural Pride Branding
- Localized visual identities that celebrate heritage, architecture, and natural scenery deepen consumer affinity while differentiating global products in regional markets.
- Travel-inspired Collectibles
- Retro poster aesthetics and postcard-style illustrations transform everyday packaging into keepsakes that connect tourism desire with retail discovery.
Who This Affects Most
- Beverage Packaging
- Cans and bottles are becoming expressive media for regional narratives, giving beverage brands new ways to compete through design-led cultural relevance.
- Tourism Marketing
- Destination-themed consumer goods extend place promotion into daily life, blending souvenir appeal with broader awareness for cities, landmarks, and natural attractions.
- Graphic Design
- Contemporary interpretations of vintage travel art are creating commercial opportunities for designers to merge nostalgia, local identity, and collectible packaging formats.
