Brand DNA
Pepsi
Pepsi is a cola brand built on music, sport and pop culture, positioned as the louder younger challenger in soft drinks.
40%
Primary#EB2227
30%
Background#FFFFFF
14%
Secondary#F2F6FB
10%
Text#101820
6%
Surface#004B93
Typography
Aa
OwnersDisplay · Bold & expressiveOwners TextText · Pill & playful
Heavy condensed capitals, cropped and stacked. Type is treated as a graphic object and can run off the edge.
Tone
Never
make a health or nutrition claim
market directly to children
imitate the incumbent's heritage tone
Never says
healthytraditionalheritageclassic
Sounds like this
For the ones who go for it.
Loud, young and playful. Take the challenger position openly. Short punchy lines with attitude.
Audience
Young drinkers who pick a cola by what the brand is into, not by what it has always been.
Loves
+Music and the crowd
+Being the challenger
+Saying it louder
Loathes
×Playing it safe
×Nostalgia as a strategy
×Being the quiet option
The hill it
would die on
would die on
Second place is only a problem if you act like it.
DensityBalanced
AlignmentCentred
MotionLively
AddressInformal
Pepsi · brand DNA at a glance
10 of 12 traits
