Pepsi Rebrand & "Refresh Everything" Campaign
Role: Art direction and design
Situation: Pepsi wanted to modernize its brand using its mantra of being the beverage of a “new generation”.
Solution: Arnell’s creation of the “Breathtaking” identity drew on a joyous, open-mouth smile as representative of many emotions. With an emoji-like quality, the logo’s “mouth” was different sizes for the product line-- slimmest for Pepsi 0 and widest for Pepsi Max. As an art director I worked directly on the packaging design and the promotional “Refresh Everything” campaign.
Execution: Identity, Packaging, Promotional Advertising, Billboards, Bus shelters. Wild Postings
Results: A widely lauded rebrand that felt modern and energized consumer’s feelings about the brand.