Pepsi

As part of a global brand refresh in 2014, we helped create the new Pepsi logotype, utilizing a revolutionary lock-up with the Pepsi “globe” contained within it.

In an effort to help a global brand feel local, collaborative can designs were explored that were regional specific and also created a treasure hunt to collect various designs.

Additionally, we helped remix their identity with a subsequent vintage campaign with additional packaging and branding, pulling from every logo of the past 100+ years and helping even the old feel new.

1950 popped open Pepsi’s fizziest slogan, “More Bounce to the Ounce”, against a backdrop of Bobby soxers jitterbugging to the sounds of Chuck Berry, Buddy Holly and hip-rocking Elvis, known to favor Pepsi Cola himself.

Riding the wave of the 1960s’ Pepsi Generation into the ‘Me Decade’ Pepsi seized the number one cola spot in supermarkets by the mid-‘70s, a taste-test preference brought to life across modern America in the iconic “Pepsi Challenge”.

In the decade that sang “We Are the World”, Pepsi’s global footprint spanned Asia, Eastern Europe and the former Soviet Union—a geographical super-group rivaled only by Pepsi’s pop icons: David Bowie, Lionel Richie, Tina Turner and Michael Jackson.

Showing the Pepsi logo in languages other than English emphasizes global staying power of the brand.

The Nineties gave us the Internet and Hubble Telescope—a larger-than-life decade for Pepsi’s “Generation Next” and the cementing of the brand’s status as the drink of supermodels (Cindy), superstars (Britney) and super-sized All-Stars (Shaq).

The cast of Pepsi’s pop cultural icons—from Warhol to Britney and Elvis to Michael—are a flashback feed of what’s happening around the globe. Pepsi Vintage is an invitation to enjoy its current recipe while sampling the brand’s archives to Live for Now. Calling all tastemakers, movement-makers and boundary-pushers to remix these moments and crack open what’s next.