PepsiCo unveils new corporate identity

PepsiCo has introduced a sweeping refresh of its corporate brand identity, the first in nearly 25 years.

The move is to better communicate the company’s vast and diversified manufacturing portfolio, align its corporate image with its pep+ sustainability agenda, and address significant consumer awareness gaps.

The new visual identity, centred on the core message “Food. Drinks. Smiles.,” is described as a “symbol of transformation” reflecting PepsiCo’s current scale and future ambitions.

The previous corporate identity no longer accurately represented the enterprise, which has grown from its Pepsi and Lay’s roots 60 years ago into a global family of over 500 brands, including manufacturing powerhouses like Gatorade, Quaker, and Tostitos.

Pepsico said the rebrand was initiated to solve a critical commercial challenge including portfolio visibility. Only 21% of consumers could name a PepsiCo brand beyond Pepsi itself.

The new identity is a significant opportunity to highlight the depth and diversity of the entire food and beverage portfolio , leveraging the corporate brand to support category growth.

Ramon Laguarta, PepsiCo chairman and CEO, commented on the strategic necessity: “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. It’s a move toward simplification and modernisation that aligns the entire enterprise.”

The design language of the new corporate identity is deeply tied to the company’s operational values and sustainable manufacturing commitments.

Jane Wakely, chief consumer and marketing officer and chief growth officer, International Foods, stated: “By putting smiles at the heart of our visual identity, we’re signalling our obsession with consumers, and that obsession fuels our growth. Our refreshed corporate brand is a beautiful expression of both who we are as a company today and our aspiration for the future.”

The new brand identity will be phased in globally across all touchpoints — from the redesigned PepsiCo.com and corporate channels to physical assets, including food and beverage packaging, signage, and workplace facilities.