Food, Beverage, Lifestyle
Art Direction, Branding, Visual Identity,
PepsiCo, 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 new PepsiCo aims to reinvent itself and communicate as a culinary brand. 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.
The main color palette: yellow, blue, and green is inspired by the natural colors of key ingredients. Yellow represents wheat and conveys the brand’s connection to food. A blend of marquee typography, bold text, and vibrant food and lifestyle imagery comes together to form a unified brand identity. The bold typography is clean and simple, with key words highlighted in varying shades from the brand’s color palette. Both individual and group shots feature happy, smiling faces, captured in lifestyle and employee photography to convey warmth and positivity.
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