Pepsi: A bold new identity

This spring, the wider world witnessed the highly-anticipated launch of Pepsi's iconic brand identity beyond the United States.

As proud insight partners in this groundbreaking project, we are excited to share our role in shaping the impactful new image for a legendary brand with immense reach and significance.

"The Big Picture team were critical partners in our work to update the Pepsi brand’s visual identity. They guided the brand to reflect the energy and excitement of Pepsi in a visual system that embodies its unapologetic point of view. They then helped us to extend this system for the long-term, into a logo and packaging system that allows Pepsi to move between physical and digital spaces." Edward Babcock, Director, Shopper Marketing Strategy at PepsiCo

Our collaboration demonstrates how integrating research early in the development process and concentrating on the power of the 'big idea' can establish robust foundations for success. This unique opportunity allowed us to work closely with the 百事 design team, supporting on typography creation and exploring Pepsi's rich history for inspiration.

The challenge was to create a bold and timeless visual brand language that would align with Pepsi's positioning, while also being versatile enough to thrive across a vast array of touchpoints. We leveraged our expertise in brand world research and our core principles of design thinking and behavioural understanding to achieve this goal.

To bring the new visual identity to life, we explored various executions in context. Magazine mock-ups are one example, featuring early design ideas alongside other brands. Participants browsed the pages organically, followed by gamified memory tests and implicit communication analysis to gauge the effectiveness of the message.

We further assessed the adaptability of the visual brand language across diverse touchpoints, including social media, billboards, soda fountains, and delivery trucks. By thoroughly examining each element, we ensured a comprehensive and captivating brand world that consistently delivered key messages.

Lastly, we examined the ideas within a shopper context through packaging. Our focus was not merely on standard product communications, such as flavour and refreshment, but on capturing the essence of iconicity within a compact canvas.

The outcome of our research and design exploration was a set of guidelines encapsulating the brand positioning, enabling Pepsi's new brand identity to shine in any context, from local corner stores to the grand Las Vegas Sphere.

With this relaunch, Pepsi's revitalized brand identity is set to make a lasting impression on consumers worldwide, solidifying its iconic status for generations to come.

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