For over a century, Pepsi has been a cultural icon, known for its continuous reinvention. However, with the emergence of a digitally native audience, Pepsi realized its current brand image wasn't resonating. To address this, Pepsi embarked on a mission to authentically reinvent its next phase, drawing from its rich legacy in sports, entertainment, and youth culture. In 2023, commemorating its 125th anniversary, Pepsi embraced the challenge of transforming its visual identity to align with a digital-first approach. This resulted in the most extensive visual overhaul in Pepsi's history, culminating in a global takeover hailed as the year's most successful rebranding effort, across social media and by the press.

Diving into its cultural legacy, Pepsi conducted an illuminating experiment: asking people spanning generations to draw the Pepsi logo. Surprisingly, 90% sketched the Pepsi wordmark in the center of a circle—a design element retired over three decades ago. In step with the global shift towards sustainability and wellness, we have positioned Pepsi at the core of our globe in black, representing Zero Sugar. This underscores the brand's dedication to fostering healthier choices and reflecting Gen Z’s growing preference for well-being-oriented lifestyles. These insights spurred our brand refresh, embracing a digitally native approach resonating with younger demographics valuing nostalgia and innovation. The revamped logo and visual identity pay homage to Pepsi's storied past while confidently embracing the future.

Fueled by our future vision, the new Pepsi Globe Logo, the heart of our fresh Visual Identity System, takes center stage, sparking countless moments highlighting our brand's commitment to 'unapologetic enjoyment.' To extend our global presence into the digital realm, we crafted our most comprehensive visual identity yet. Beginning with the dynamic Pepsi Globe Logo, we infused it with energy and motion, forming the foundation for our vibrant digital "Pulse" system. From stores to stadiums worldwide, our brand narrative unfolds, echoing the rhythm and vitality of youth culture across music, sports, food, and fashion—core aspects of Pepsi's heritage. Introducing Pepsi Owners, our bespoke font, alongside electric blue and our new core black color, signifying our dedication to Zero Sugar. This transformation spans packaging, equipment, retail, and campaigns, ushering in a visually compelling era for Pepsi.

This redesign showcases Pepsi's DNA for reinvention and enduring relevance, generating over 28 billion impressions with a remarkable 99% positive sentiment. The revamped visual identity has garnered global acclaim, dominating social media and gaining attention from local to major media outlets worldwide. Praised as “The Top Rebrand of 2023” by design-focused platforms like Fast Company, Ad Age, Creative Bloq, and Dezeen, the overwhelmingly positive reception heralds a new era for the iconic brand. With 125 years of cultural impact and innovation, Pepsi's new look marks the beginning of an exciting chapter in its storied history.