Description
At Arnell Group, I contributed to a comprehensive brand redesign initiative for Pepsi. This involved working within a team to develop multiple, conceptually distinct iterations.

Concept
The concept presented here, while not ultimately selected, focused on emphasizing brand authenticity and individual expression. You Be You. A potential campaign narrative would challenge prevailing norms and foster a culture where individuality is not only accepted but celebrated. It would explore a world where aspirations are pursued without regret, and external limitations are disregarded, resonating with a consumer base seeking genuine connection and empowerment.

Execution
What is shown here are a series of strategic explorations for a more profound evolution of the Pepsi brand. These concepts reimagine Pepsi by prioritizing authentic human expression, unifying brand identity while simultaneously enhancing product differentiation through distinct flavor-specific designs and a 'special edition' white can.