Client:
Pepsi - Capitán G
Country:
México
Task:
Mascot Design
Imaginity collaborated with Pepsi México to create a character that would become the centerpiece of their internal safety and accident-prevention program. The result was Capitán G—a superhero-inspired mascot designed to inspire, motivate, and connect with employees. Our challenge was to develop a character that employees could identify with—someone approachable, humanized, and yet aspirational. To achieve this, we designed Capitán G as a heroic figure, a role model embodying responsibility, protection, and positive values.
Imaginity | Design Agency | Branding, Packaging Design, Marketing
The creative process began with hand-drawn sketches exploring different character directions. Together with the client, we selected the strongest path, which was then refined through digital illustration. At each stage, we fine-tuned details such as personality archetype, posture, expression, and communication tone—ensuring the character conveyed both authority and relatability.
As Capitan G evolved, every element—light, shadow, color, and stance—helped shape his spirit and presence. To reinforce his identity and impact, we placed him against a shield featuring the bold “G”, making the emblem a recognizable asset that could be consistently applied across internal communications.
Capitán G now stands as a symbol of Pepsi México’s commitment to safety, inspiring employees through a powerful and memorable visual ambassador.
