Former PepsiCo design director opens London Vault49 agency

By Jenny Eagle

- Last updated on GMT

Vault49 recently worked with Baileys. Photo: Vault49.
Vault49 recently worked with Baileys. Photo: Vault49.

Related tags Design Pepsico

Former global design director, Global Beverages, PepsiCo, Paul Woodvine, has opened a New York brand design agency Vault49 in London.

Founded in 2002, Vault49 creates 'meaningful stories' for brands to promote on and off-pack to engage with consumers on an emotional level. 



Clients include; Smirnoff, Baileys, PepsiCo, Lays, Diageo and Heineken. 

For example, it recently hosted a Creative Lab for Diageo exploring ways to bring gifting ideas to life for Baileys. It organised workshops and hosted art-making sessions to explore tactile designs around various brand touchpoints, resulting in a three-year pipeline for packaging, seasonal gifting, retail and large scale activation. 

Woodvine will also be in charge of recruitment for the London studio. Looking for a team of designers who have ‘a diverse skill set’ with a focus on animation and digital. 

Today’s audiences, primarily but not exclusively millennials, engage with motion-led content​,” said Woodvine. 

Many brands are using social media and experiences to connect with their audiences, but none of them are challenging the boundaries of these channels. At best, they’re delivering what consumers expect.​  

The brands that stand out are those which tell meaningful stories, connect with consumers and surprise them at each opportunity, exceeding expectations.​” 

7up with Fido

During his time at PepsiCo, Woodvine was responsible for the restage for Pepsi’s positioning across Pepsi Black and Pepsi Blue, and led the ‘7up with Fido’ campaign. He also led high profile projects such as the Super Bowl and Champions League.  


We’re privileged to work with some of the world’s most exciting brands​,” added Jonathan Kenyon, co-founder, Vault49. 

Our London studio will allow us to be closer to them on both sides of the Atlantic. It will also give us an opportunity to tap into the live animation and digital talent in London and to share skills across our studios​.”

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