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. 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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