Pepsi Brand Refresh

The assignment focused on analyzing the Pepsi Brand and designing a new look for its entire line.

My research showed that over the years the Pepsi brand has become modernized while its main competitor Coca-Cola has stuck to its old fashioned roots. Pepsi was also trying to appear like more of an ”active” drink to fit in with the health concerns of society. The problem is that no matter how much soda you drink while playing football, it’s still bad for you. I decided to take one of Pepsi’s original logos and rework it into a new look. The idea was to bring back a retro cool that would be marketed to fit in with the 20-30 year old market. The desaturated coloring in the advertisement gives it a retro look while putting the focus on the vibrant can. The model in the picture helps tie the ad into the present day vintage aesthetic.