Pepsi is strongly connected with youth and has always been on the forefront of culture. The brand fully embodies the philosophy of ‘capturing the excitement of now’. Pepsi set out to create a global visual identity system that would personify the brand essence of creating excitement of now. This new visual language will aim to reinvigorate the core equities and elevate everyday interactions with the brand.
The visual identity system will span all branded touch points and allow Pepsi to present the brand in a more consistent way to consumers around the world.
The new visual identity system must be seamless across all channels. Pepsi will deliver a core look that is unified across all brand touch points from in store-packaging to large scale advertisements and all points in-between.
To capture the excitement of now, Pepsi grounded the visual identity system in a new dynamic blue color. The blue represents a deep sense of refreshment and vitality that is integrated seamlessly across marketing and communication channels. The system is also strengthened with clean typography, striking photography and bold new graphic elements.
The rollout began at the beginning of 2014 and many of the markets and bottlers are passing along enthusiasm for the updated look.