PepsiCo has unveiled a new brand identity after 24 years of its previous iteration, with the tagline ‘Foods. Drinks. Smiles’.
The new brand will come to life via 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 workplaces and signage, linking the family of consumer brands with the corporate brand.
The new brand identity reflects a refreshed slate, heralding a new chapter and future goals. It aims to capture the breadth of the company, with only 21 per cent of consumers able to name a PepsiCo brand beyond Pepsi signalling that further focus needs to be made on these other brands.
The drinks and food giant’s journey can be traced back 60 years ago with the union of Pepsi and Lay’s. Today, the company has over 500 brands, from Gatorade to Quaker and Tostitos.
“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,” PepsiCo chairman and CEO Ramon Laguarta said.
At the heart of the new logo is the letter “P,” but it is surrounded by icons that represent the values guiding the brand’s future.
“Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future — reflecting our wide portfolio of beloved foods and drinks brands. By putting smiles at the heart of our visual identity, we’re signaling our obsession with consumers, and that obsession fuels our growth,” Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods said.
