The development of this brand identity originated against the backdrop of the Pepsi brand’s strong connection with a young target group and its position at the forefront of culture. A global visual identity system was developed that would personify the brand essence of “capturing the excitement of now”. Grounded in a new dynamic blue colour, it aimed to reinvigorate core values and elevate everyday interactions with the brand. The visual identity system spans all branded touchpoints and allows Pepsi to take a more consistent approach to presenting the brand to consumers around the world.
PepsiCo, Purchase, New York
PepsiCo Design & Innovation, New York Pentagram, New York Motive: A Creative Studio