In the UK – where the rebrand will go live in the spring – the new design showcases a bold typeface, signature pulse and updated color palette: designed to create a consistent identity across Pepsi MAX (known as Pepsi Zero in the US), diet, regular and flavored cola ranges.
It ‘evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities’, and spans across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion and dining.
Announced last March, the new look hit shelves in the US in the fall – helping mark the brand’s 125th anniversary – and has now started rolling out globally this year.
The rebrand represents the first overhaul of the logo in 14 years.
Bringing traditional cola into 2024 and beyond
Pepsi’s rebrand hones in on taste and refreshment – with research from Kantar showing that it’s taste that’s the main attraction to the cola category (70% of consumers say they turn to the category because they ‘enjoy the taste’).
The new visual system “brings out the best of the Pepsi brand’s rich heritage, while taking a giant leap forward to set it up for success in an increasingly digital world,” according to Pepsi’s chief marketing officer Todd Kaplan.
Key design elements include:
- The Pepsi globe and wordmark have been united to fit into a variety of settings and emphasize the Pepsi branding.
- An updated color palette introduces electric blue and black to bring ‘contrast, vibrancy, and a contemporary edge’ to the classic Pepsi color scheme.
- Pepsi Zero Sugar / Pepsi MAX uses the color black.
- A new visually distinct can silhouette ‘heroes the iconic Pepsi can as an accessible brand for all.’
- A modern, custom typeface reflects the brand’s ‘confidence and unapologetic mindset’.
- The signature Pepsi pulse evokes the “ripple, pop and fizz” of Pepsi-Cola with movement. It also references the rhythm and energy of music (Pepsi champions its strong link to pop culture and music: such as the Pepsi Challenge, Super Bowl Halftime Show, and ads with world-class musicians and actors).
“Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives,” said Mauro Porcini, SVP & Chief Design Officer of PepsiCo, as the rebrand launched in the US last year.
“We designed the new brand identity to connect future generations with our brand’s heritage, marrying distinction from our history with contemporary elements to signal our bold vision for what’s to come.”
Cola remains top UK category
New Pepsi branding will hit UK shelves in March: accompanied by packaging visuals, in-store materials and displays.
The roll-out will be supported by a fully integrated campaign, including TV, radio, out-of-home and experiential marketing. In line with Pepsi’s Thirsty for More campaign, it will highlight Pepsi’s ‘commitment to celebrating those who challenge conventions and want to have fun, while forging deeper connections through shared passions’. The campaign is designed to underscore how the ‘great, bold taste of Pepsi fuels these moments of enjoyment.’
Britvic – which distributes Pepsi in Great Britain – says cola remains a key category in the UK.
“The rebrand reflects Pepsi’s challenger mindset and drive to push culture forward whilst remaining iconic and timeless, with a new logo and visual identity that borrows equity from its past and incorporates modern elements to create a look that is unapologetically current and undeniably Pepsi,” explained Ben Parker, Britvic Retail Commercial Director in Great Britain.
“The vibrant new look will grab the attention on the shelf, playing a key role in drawing younger consumers into the category. As the number one soft drink category, worth £6bn cola presents a major sales opportunity, and this rebrand will help retailers maximize sales by sparking a renewed interest in the brand.
“Pepsi and Pepsi MAX are well-known and loved by many, but as a brand with such a rich history, it’s vital that we work to evolve its look and feel, driving relevance for the next generation.”