Honest, not Perfect Ep 7: Hayley Shore, Senior Design Manager, PepsiCo
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From a career starting out in packaging to now leading design at a powerhouse brand, Hayley outlines how to scale back the noise, and create unforgettable brand experiences'
In this episode of the Honest, not Perfect podcast, hosts Suzanne Ellingham and Jack Stratton interview Hayley Shore, Senior Design Manager at PepsiCo. The conversation explores the evolution of branding, the intersection of design and sustainability, and the future of consumerism.
Key Discussion Points-
Evolution of Brand Design: Hayley reflects on her career shift from granular packaging design (cans, bottles, cartons) to creating "lifestyle brands" [01:44]. She emphasizes that modern brands must move "beyond the bottle" to focus on customer experiences, social media interaction, and brand storytelling [02:42].
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The "Brand as a Person" Concept: To define a brand’s identity, Hayley uses a creative exercise: imagining the brand as a person at a party. This helps determine their "vibe," what they wear, and how they interact with others [05:04].
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Barriers to Sustainability: The group discusses why large corporations often struggle with authentic sustainability messaging. Hayley cites risk aversion and "too many cooks in the kitchen" as primary hurdles [07:42]. This often leads to "half-baked" stories because leaders are afraid of "green-bashing" or saying the wrong thing [08:43].
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Authenticity Over Perfection: Using examples like Lush and a shower wash brand that claimed "83% recycled plastic" (rather than 100%), the speakers argue that consumers value transparency and accountability over a "shiny, perfect" image [09:56]. Admitting to being "honest, not perfect" builds deeper trust [22:21].
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Long-Term vs. Short-Term Thinking: Hayley advocates for a 10-year view rather than focusing solely on the next year's trends. She believes true change takes a decade to manifest, yet many boards are held back by short tenures and the pressure for immediate shareholder returns [13:04].
The podcast concludes with a discussion on post-growth and degrowth [25:05]. Hayley suggests that the ultimate future of sustainability is consuming less stuff. She finds the challenge of shifting product-focused brands into service or experiential models exciting, even if it requires a radical rethink of current commercial structures [24:28].
Watch the full video here: Honest, not Perfect Ep 7: Hayley Shore
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