What is NOW?
THE ART OF BEING CURRENT
Redesigning the face of an icon, Pepsi partnered with CASE to refine its core brand identity and bring back the excitement of “Now” to a globally diverse audience.
GLOBAL RELEVANCE IN QUESTION
As one of the world’s most influential brands, Pepsi is an icon of pop culture and a reflection of what is “now” in the world of entertainment. Mindful of its heritage, the Pepsi team recognized the need to continually refine and update the brand to remain relevant.
WHO WHAT NOW
Understanding what “Now” meant to Pepsi’s global consumer became the core of the strategy to refine Pepsi’s colors and logo design. Simpler, geometric shapes allowed the iconic Pepsi globe to integrate seamlessly with the logotype.
GIVING THE STAGE BACK
The oversized iconic globe captures brand recognition from a distance while allowing more space for translated logotypes.
The new iconic design system seamlessly allowed all Pepsi brands to achieve the same level of brand recognition globally.
CULTURAL RELEVANCE. GLOBAL IMPACT.
Pepsi’s new framework allows for a seamless integration of custom patterns that can create unique and localized brand experiences.
A RETAIL ICON
Pepsi also solidified their iconic shelf presence with the new design approach and secured sales conversion at retail, resulting in increased marketshare across the world.