Visual Brand Identity

Pepsi

Building an iconic, bold and timeless visual brand language

How can Pepsi create a modern realization of its Unapologetic Enjoyment positioning…

…which respects the brand’s rich history, while being primed to live across a huge number of touchpoints?

The Approach

Individual interviews explored the potential of early stage visual territories, focusing on its ability to deliver its positioning across touchpoints

Competitive context: media ‘flick through’ to explore impact, initial messaging and recall
Exploring ability of the design system to live across different touchpoints
Exploring communications in a competitive shopper context

The Impact

By overlaying strategy over the consumer insights, we created a set of guidelines encapsulating the brand positioning, enabling Pepsi's new brand identity to shine in any context, from local corner stores to the grand Las Vegas Sphere.

“The Big Picture team were critical partners in our work to update the Pepsi brand’s visual identity. They guided the brand to reflect the energy and excitement of Pepsi in a visual system that embodies its unapologetic point of view. They then helped us to extend this system for the long-term, into a logo and packaging system that allows Pepsi to move between physical and digital spaces.”

Director, Shopper Marketing Strategy

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