The new era of Pepsi is coming. In the year in which its 125th anniversary is celebrated, the leading brand in the field of carbonated drinks has revealed a brand new visual identity system.
Designed by PepsiCo’s in-house team the new look will launch in North America this fall and globally in 2024.
The Legendary Story of Pepsi
Introduced in 1898, the carbonated soft drink produced by PepsiCo, just like its competitor Coca-Cola, is born in a pharmacy as a formula with thirst-quenching and digestive properties.
The first Pepsi-Cola logo – 1898
Developed by Caleb Bradham (originally made in 1893 and called “Brad’s Drink”), Pepsi was intended for people with indigestion or upset stomachs, even advertised to relieve dys-pepsi-a.
Newspaper Advertisement – 1908. Auto racing pioneer Barney Oldfield is the first celebrity to endorse Pepsi-Cola.
Today, Pepsi is one of the largest consumer brands in the world.
Throughout its storied history, the brand has maintained a bold mindset and a strong connection to pop culture.
From the Pepsi Challenge and reinventing the Super Bowl Halftime Show, to the creation of some of the most iconic commercials of all time featuring the most internationally renowned musicians and actors. Like the famous 80s commercial with Michael Jackson:
Furthermore, the brand continuously reinvents itself with strong and impactful marketing. Over time there have been various experiments not only at the product level. From creating TV shows to exploring Web3 to introducing exciting new beverage strains, including the latest Nitro Pepsi, Pepsi by SodaStream and the taste Pepsi Zero Sugar created to offer US consumers the best-tasting cola in the “zero sugar” category.
The series of cans currently on the market
The elements of Pepsi’s rebranding
The logo and visual identity dig into 125 years of history and incorporate modern elements to create a current and undeniably Pepsi look.
Among the design innovations we find:
– Il Pepsi Globe and wordmark come together to suit a variety of environments and emphasize distinctive branding.
– The color palette updated introduces electric blue and black to bring contrast, vibrancy and a contemporary twist to the classic color scheme. Given the continued focus on the Pepsi Zero Sugar brand, the design introduces the color black, further demonstrating the commitment to this strain.
– And typeface modern and personalized reflects the confidence and unapologetic mentality of the brand.
– Il distinctive brand evokes “ripple, pop and fizz” through movement. It also brings the rhythm and energy of music, an important part of Pepsi’s heritage.
The new logo jumps back a few generations to reintroduce the logotype within the globe icon. Approach already used regarding 30 years ago.
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Il design Pepsi Pulse
A new key element in the identity is theintroduction of a silhouette for the can as a new identifier for Pepsi. Visual trick clearly designed to respond to the iconic silhouette of the Coca-Cola bottle, one of the most recognized in the world.
The can will appear in two versions: a photo-realistic representation and a vector interpretation.
In both cases, the new logo at the top expands slightly beyond the edges of the can instead of wrapping around, creating a highly engaging composition that allows the different visual executions to remain cohesive and recognizable.
Another detail that makes the whole graphic bold is the tab already open. Peculiar trait that activates our brain to hear that satisfying sound of a can being opened.
But that’s not all. The brand is preparing to make sparks with the introduction of new and surprising “Pulse” graphics.
A variety of combinations, including different colors and flavors.
The rebranding marks an exciting new step for the brand and will help redefine its image in the market.
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