Pepsi is strongly connected with youth and has always been on the forefront of culture. The brand fully embodies the philosophy of ‘capturing the excitement of now’. Pepsi set out to create a global visual identity system that would personify the brand essence of creating excitement of now. This new visual language aimed to reinvigorate the core equities and elevate everyday interactions with the brand. The visual identity system spans all branded touch points and allows Pepsi to present the brand in a more consistent way to consumers around the world.