Description
While at Arnell Group (for Peter Arnell), and under the additional direction of Mike Doyle, I contributed to a comprehensive brand redesign initiative for Pepsi. This involved working within a branding design team to develop multiple, conceptually distinct iterations in a collaborative studio environment.

Concept
Upon the project's completion, and after leaving Arnell, I chose to re-evaluate, revisit and re-examine one of the more successful custom typographic logo/identity out-takes I had contributed in the exploratory. One that was not selected as the final design, and make into a more rounded strategic campaign. It focuses 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.