Food, Beverage, Lifestyle
Art Direction, Branding, Visual Identity,
PepsiCo New Message - The company widely recognized as a leading food and beverage company, has long been perceived by consumers primarily as a beverage brand due to its iconic ‘Pepsi’ color identity. The goal was to better reflect its broader portfolio of food and beverage brands and its commitment to healthier lifestyles, sustainability, and bringing joy through food.
PepsiCo Logo - Its updated logo embodies the slogan “Food, Drinks, Smiles”, featuring a unified symbol that incorporates wheat, a water drop, and a smiling bowl, visually reinforcing the brand’s message. The smile shape has become a key element of PepsiCo’s brand identity, symbolizing an important message to consumers. PepsiCo’s food and beverage products aim to inspire a happy lifestyle, reflected through friendly, warm lifestyle photography.
PepsiCo New Brand Visual System - Building on the new identity, I helped develop the visual system around the themes of Food, drinks, and Smiles. We ensured it could coexist seamlessly with the visual identities of PepsiCo's many brands while maintaining a strong corporate presence.
PepsiCo Lifestyle Photography - The corporate lifestyle and employee photography captures authentic moments that reflected PepsiCo's purpose of bringing smiles through its products and culture. Shows PepsiCo products in subtle way while emphasizing diverse recipes that are made out of their products.
PepsiCo Merchandise - With the launch of PepsiCo’s new logo and visual identity system, we created a range of merchandise to celebrate the occasion. These thoughtfully selected items. Available for purchase by both consumers and vendors at events or through the online shop are designed to share and promote the brand’s message. Each product was thoughtfully chosen to align with PepsiCo’s brand values and deliver its core message of positivity and sustainability.
Stationery – Laptop covers, notebooks, and pens featuring the message “Food. Drinks. Smiles.” in PepsiCo’s signature corporate blue. Designs were applied to cost-effective, sustainable materials carefully selected in advance. Wearables – Branded apparel and accessories that employees and consumers can wear or carry, fostering pride and connection to the brand. Lifestyle Items – Practical, eco-friendly products such as reusable grocery bags, sustainable lunch boxes, and herb-growing kits, encouraging healthy habits while reflecting PepsiCo’s sustainability goals.
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