Pepsi Big Bold Blue

Branding Campaign

PepsiCo Design & Innovation (USA)

Project Title: Pepsi Big Bold Blue
Client or Class Name: PepsiCo -

Pepsi Big Bold Blue

Pepsi is strongly connected with youth and has always been on the forefront of culture. The brand fully embodies the philosophy of ‘capturing the excitement of now’.

Pepsi set out to create a global visual identity system that would personify the brand essence of creating excitement of now. This new visual language aimed to reinvigorate  the core equities and elevate everyday interactions with the brand. The visual identity system spans all branded touch points and allows Pepsi to present the brand in a  more consistent way to consumers around the world.

To capture the excitement of now, Pepsi grounded the visual identity system in a new dynamic blue color.  The blue represents a deep sense of refreshment and vitality that is integrated seamlessly across marketing and communication channels. The system is also strengthened with clean typography, striking photography and bold new graphic elements. The rollout began at the beginning of 2014 and many of our markets and bottlers are passing along enthusiasm for the updated look.

“The feedback from the market on the new look is heart‐warming and extremely positive” – India Team
“We love the new packaging, it is so powerful on the shelf.” – Mexico Team

The Pepsi Big Bold Blue visual identity system delivers a comprehensive branding and design language to a global audience. For the first time, Pepsi will deliver a core look that is unified across all brand touch points from in store-­‐packaging to large scale advertisements and all points in-­‐between.


Creative Team

PepsiCo Design & Innovation Center




2014 Branding Campaign Design Award 2014 Branding Campaign Design Award 2014 Branding Campaign Design Award 2014 Branding Campaign Design Award


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