PEPSICO REINVENTS ITSELF: KEY POINTS OF THE NEW REBRANDING

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In the world of marketing, what may seem to many as a simple logo change is actually a true statement of intent. The use of a new colour or a more modern font carries with it a background that aims to reflect what a company wants to be. This is the case with PepsiCo, which last week unveiled its new corporate rebranding to the world after 25 years.

This rebranding has been developed by the parent company, PepsiCo, which brings together a portfolio of more than 500 globally recognised brands, from Lay's and Quaker to Gatorade, Doritos and Cheetos. This is not only an attempt to change the company's aesthetic, but also a strategic move that aims to reclassify its corporate positioning.


The purpose of a redesign

This past October, PepsiCo announced the brand's new visual identity on social media with a clear message: ‘Uniting all our brands under a common purpose.’

One of the highlights was the presentation of the company's new logo, which features a more modern, clean and balanced aesthetic. It focuses on a more sustainable approach and its three pillars are food, drink and, above all, smiles.

According to the company itself, the aim is to ‘reflect the energy and diversity of a global portfolio’ while strengthening the emotional connection between consumers and the corporate purpose.

Ultimately, PepsiCo is moving away from the more basic and functional image of a beverage company to present itself as a ‘purpose-driven food and beverage company’ aligned with values such as sustainability, innovation and social responsibility.


More than a logo: a brand architecture strategy

The visual change is just the tip of the iceberg. As we have mentioned, a change in a company's branding does not only imply an aesthetic change, but behind it there is a profound review of the brand architecture.

For years, PepsiCo had a relatively discreet corporate identity. In a market where large corporations seek transparency, purpose and consistency, that was no longer enough. On the other hand, despite being a giant in the world of snacks and beverages, most consumers were unable to identify the products with the company; therefore, the star brands in its portfolio were not really associated with the company's image.

With this update, PepsiCo seeks to bring consistency to all its sub-brands, ensuring that each one shares certain visual and narrative values. In the words of designer Katherine Maclang (DesignRush, 2025):

‘The new identity acts as an umbrella that connects more than 500 brands under a shared purpose.’


From a marketing perspective, this movement responds to a clear trend: corporate brands are gaining prominence over individual brands. Today, consumers don't just buy products; they also choose companies based on their ethics, sustainability and reputation. They seek to connect with a brand, feel part of its community and share common values.



The challenge of communicating a global identity

Another interesting aspect of PepsiCo's rebranding is the challenge of scale. It is not the same to redesign a brand with a product line as it is to do so with a conglomerate present in more than 200 countries.

The new design had to be flexible and adaptable, capable of coexisting in both digital contexts (such as social media campaigns or delivery apps) and physical environments (factories, packaging, points of sale, offices).

In addition, it had to respect the individual identity of each brand within the group. Doritos, for example, has a more youthful and daring tone; Quaker, a more familiar and traditional one. The challenge was to build a corporate identity neutral enough to unite them all, but with a clear personality.

In that sense, PepsiCo seems to have achieved an interesting balance between unity and diversity, a fundamental principle in global brand management.


Lessons to be learned from this rebranding

From an analytical point of view, this move by PepsiCo reflects several valuable lessons for those working in marketing or brand management:

  1. Rebranding is not just about design: it is a strategic tool for communicating evolution, purpose and business vision.
  2. Consistency is key: in a world saturated with visual stimuli, maintaining a strong and consistent identity across all brands builds trust.
  3. Purpose drives connection: companies that align their communication with authentic values are the ones that achieve long-term loyalty.
  4. Rebranding must look to the future: it is not enough to modernise the image; it must be done in such a way that the brand can adapt to new channels, technologies and audiences.
  5. Corporate branding matters: consumers no longer just “love” products; they also seek to identify with the companies behind them.

A look to the future

In today's markets, large corporations are redefining the way they communicate; design is no longer an end in itself, but a means of conveying a story that connects and aligns with consumers' expectations as a society.

PepsiCo's rebranding is ultimately an update of its narrative: from being a brand focused on iconic products to becoming a global company with a purpose.

However, this launch is not enough. In the coming years, it will be interesting to see how this new identity materialises in campaigns, packaging, sustainability actions and internal communication. If it manages to maintain consistency between what it promises and what it does, PepsiCo will not only have changed its logo: it will have strengthened its place in the minds and hearts of millions of consumers.








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