Xavier Cortadellas

Gatorade Senior Director Innovation & Design

PepsiCo

Topics


2018 Marking Awards – Let packaging design be the best symbol of a brand

Packaging design is the most direct way to express a brand’s attitude and identity. In the Asia Pacific region, where there is considerable package consumption from fast moving consumer goods, food and drinks industry are surely heavy users of packages. However, they are not always leading the competition. Yet Marking Awards, born to dig out and honor good packaging design in China, has become a powerful platform that encourages healthy competition and communication between domestic designers and international ones. It is intended to refresh the aesthetic cognition of local brands and drive faster innovation. With the launch of annually changed ‘Tear up’ design themes, 2018 Marking Awards welcomes good designs from the professional and students.

Awards Setting

Marking Award: having highest mark in INTEGRITY among the in-market category

Marking Concept Award: having highest mark in INTEGRITY among the Conceptual category

Marking Annual Award: having highest mark in INTEGRITY among the “Tear up Condiment” annual category

Marking Visual Awards: the highest mark in DESIGN

Marking Communication Awards: the highest mark in RELEVANCY

Marking Creative Awards: the highest mark in CREATIVITY

Marking Tech Awards: the highest mark in TECH CONTENT

Marking Functional Awards: the highest mark in PRACTICALITY

Judges

Speech Time: 16:45 - 18:15

Profile


Currently serves as Head of Design and Innovation for Gatorade

He joins Gatorade in February 2011; in his Gatorade role, Xavi is in charge of leading and creating the vision and development of Gatorade and Propel Innovation and their expansion into technology platforms. Xavi leads also the Brand Design team in the transformation of the brand towards a Global Sports Nutrition Brand across the different consumer touch points including retail theater, retail POS, packaging, build-outs, etc.

Xavi was born in Barcelona where he earned a degree in Architecture. He has a strong sports performance and design background stemming from his 11 years of experience with Nike. His last job leading Nike Retail in Brazil where he developed the Retail Strategy towards 2016 Olympics and 2014 World Cup. Previously Xavi also led Nike’s Retail Team in Mexico and Spain. Before joining Nike, Xavi spent two years in Mango as an Architect designing stores around the globe

A passionate sports enthusiast, Xavi enjoys triathlon, running, skiing, surfing, and diving. In addition, he plays soccer and is an avid fan of FC Barcelona.