CORPORATE BRANDING

PepsiCo unveils its first branding overhaul in almost 25 years

By our African Marketing Confederation News Team | 2025

Company sees the rebrand as an opportunity to highlight the depth and diversity of its portfolio, diluting some of the focus on Pepsi.

PepsiCo has unveiled its first new corporate brand identity in almost a quarter of a century as it seeks to better accentuate the breadth of its global food and beverage business. 

How PepsiCo’s corporate logos have evolved over time

How PepsiCo’s corporate logos have evolved over time. Photo: PepsiCo

The new corporate branding marks a notable change in visual identity, with lowercase letters and softer, earthier colours emphasising various aspects of the company, which has more than 500 brands in its stable.  

 

These include popular brand names such as Quaker (breakfast foods), Chewy (snack bars), Gatorade (sports drinks) and Lay’s (potato chips) – as well as the globally renowned Pepsi carbonated soft drink. 

 

Pepsi is, of course, the brand synonymous with PepsiCo. According to the company’s own research, just 21% of consumers can name a PepsiCo brand beyond namesake Pepsi. 

 

This is something that management is seeking to change, noting that the rebrand is a significant opportunity to highlight the depth and diversity of the PepsiCo portfolio. 

 

“Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe and an unmatched family of beloved food and drink brands,” says Chairman and CEO, Ramon Laguarta. 

 

Adds PepsiCo in a press release issued this week: “While our business has grown and transformed in many ways, our corporate brand has remained the same for nearly 25 years. Today, we’re proud to introduce a new brand identity – one that reflects who we are now and the future we’re building together.” 

 

Identity rooted in the real world 

 

The colour palette of the new identity is rooted in the ‘real world’, with earthier, more muted tones, while a custom typeface is done in lowercase letters to convey approachability. 

 

According to PepsiCo, the new brand will come to life in a variety of ways, starting with a redesign of the PepsiCo.com website, followed by its global social channels on LinkedIn, Instagram, YouTube and TikTok.  

 

“It will be phased in over time across markets, channels and touchpoints – from food and beverage packaging to our workplaces and signage, linking our broad family of consumer brands with our corporate brand,” the press release states. 

 

You can read more about the new PepsiCo corporate branding strategy here. 

 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.