PepsiCo, one of the largest food and beverage companies in the world, recently unveiled a new corporate brand identity after nearly 25 years. The rebranding is aimed at highlighting the diversity and breadth of PepsiCo’s global food and beverage portfolio.
The new logo features a white “P” surrounded by symbols representing food and grain, water, and sustainability. These elements are complemented by a green slash symbolizing a smile, all under the tagline “Food. Drinks. Smiles.” This departure from past visual identities, which heavily emphasized the Pepsi soda brand, reflects PepsiCo’s evolving focus on its entire range of products.
The rebranding comes at a crucial time for PepsiCo as it faces challenges in its growth and market share. The company’s previous logo was primarily associated with the Pepsi brand, leading to a lack of awareness among consumers about PepsiCo’s extensive brand portfolio. The new identity aims to address this issue and showcase PepsiCo’s commitment to positive impact and a wide range of beloved food and drink brands.
The color palette of the new identity is inspired by earthy tones, conveying a more grounded and approachable image. The custom typeface in lowercase letters adds to the brand’s friendliness and consumer-centric approach. The emphasis on smiles signifies PepsiCo’s dedication to consumer satisfaction and its goal to reach consumers in various occasions.
The refreshed look will gradually appear on packaging and digital channels, starting early next year. It reflects PepsiCo’s efforts to strengthen high-growth brands, remove artificial ingredients, and explore new consumer touchpoints. The rebranding also aligns with internal initiatives to streamline operations, invest in AI technologies, and adapt to changing consumer preferences.
PepsiCo’s CEO, Ramon Laguarta, has been under pressure to revitalize the company amid declining sales and market share for some brands. Activist investors have called for strategic changes, including shedding underperforming offerings and restructuring the bottling network. With the rebranding, PepsiCo aims to position itself for future success in a rapidly evolving market.
Overall, PepsiCo’s new corporate brand identity reflects its commitment to innovation, sustainability, and consumer satisfaction. The company’s bold new logo signals a fresh direction for the iconic brand, showcasing its diverse product range and global impact.
