PepsiCo has launched a comprehensive update to its corporate brand identity, marking the first significant change in nearly 25 years. This strategic move aims to more effectively communicate the company’s extensive and varied manufacturing portfolio, align its corporate image with its pep+ sustainability agenda, and tackle substantial consumer awareness gaps.
The new visual identity, centred on the message “Food. Drinks. Smiles.,” is heralded as a “symbol of transformation,” reflecting PepsiCo’s current scale and future ambitions. The previous brand identity became outdated as PepsiCo evolved from its origins with Pepsi and Lay’s into a global conglomerate encompassing over 500 brands, including major players such as Gatorade, Quaker, and Tostitos.
PepsiCo highlighted a critical commercial challenge: only 21% of consumers could identify a PepsiCo brand beyond Pepsi itself. The rebrand is seen as a significant opportunity to showcase the breadth and diversity of its entire food and beverage portfolio, leveraging the corporate brand to support category growth.
Ramon Laguarta, PepsiCo chairman and CEO, remarked on the strategic necessity of the update: “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. It’s a move toward simplification and modernisation that aligns the entire enterprise.”
The design language of the new corporate identity is intrinsically linked to PepsiCo’s operational values and commitments to sustainable manufacturing. Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods, stated: “By putting smiles at the heart of our visual identity, we’re signalling our obsession with consumers, and that obsession fuels our growth. Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future.”
The new brand identity will be introduced globally across all touchpoints, from the redesigned PepsiCo.com and corporate channels to physical assets, including food and beverage packaging, signage, and workplace facilities.
