How Might PepsiCo's New Brand Identity Drive Growth?

PepsiCo has unveiled a new corporate brand identity for the first time in 25 years, a move that reflects the global food and beverage giant's operational evolution and strategic direction.

Ramon Laguarta, Chairman and CEO at PepsiCo, says the new identity represents what PepsiCo is in 2025 and will promote its values for years to come. The change is designed to reinforce PepsiCo's commitment to “creating more smiles with every sip and every bite”.

The new look is described by PepsiCo as an expression of its evolution and its ambitions for the future.

In a statement, Jane Wakely, Chief Consumer and Marketing Officer & Chief Growth Officer, says: “Our refreshed corporate brand is a beautiful expression of both who we are as PepsiCo today and our aspiration for the future, reflecting our wide portfolio of beloved food and drinks brands."

The initial rollout includes a redesign of pepsico.com and updates to its global social channels, aiming to better connect its vast portfolio of consumer brands with the corporate identity.

Announcing the new identity, Ramon said he was “thrilled to share the latest milestone on our journey”.

A visual identity reflecting core values

The new logo design features the letter ‘P’ at its centre, enclosed by symbols that PepsiCo states represent its core values: consumer centricity, sustainability and great taste.

The visual identity aims to represent PepsiCo's purpose, showing that PepsiCo is built upon these elements coming together.

The colour palette is drawn from the natural world, including “the rich soils that nourish our foods, our refreshing drinks and the vibrant hues that reflect our commitment to people and the planet,” PepsiCo explained.

Despite the changes, the logo retains a smile, a consistent feature from past branding.

“By putting smiles at the heart of our visual identity, we’re signalling our obsession with consumers, and that obsession fuels our growth”, Jane explains. This consumer focus is a key factor behind PepsiCo's growth strategy.

Better growth through a sustainability strategy

The branding change comes as PepsiCo continues to focus on its end-to-end sustainability strategy, known as pep+.

In a letter to employees, Ramon referenced a discussion from the Q3 Global Town Hall about the need to “act with greater urgency, greater efficiency and a uniform commitment to excellence”.

He stated: “Over the past few years, we’ve been working to become faster, stronger and better, underpinned by pep+”.

Ramon outlined several ways PepsiCo is working to accelerate its performance.

These initiatives carry a direct link to manufacturing and supply chain operations and include:

• Becoming faster by focusing on consumer-centricity, elevating farm-grown ingredients for brands like Lay’s and removing artificial flavours from products such as Doritos and Gatorade.
• Getting stronger by operating as One PepsiCo, which involves scaling digital capabilities and using AI to increase operational precision.
• Achieving better growth by advancing pep+ goals through regenerative agriculture and reducing both emissions and virgin plastic use in its packaging.

Integrating digital and AI for stronger operations

Formed 60 years ago through the merger of Pepsi and Lay’s, PepsiCo has grown into an organisation with at least 500 brands and more than 300,000 employees

While the corporate brand has remained static for nearly a quarter of a century, PepsiCo itself has undergone major internal changes.

The focus on acting as 'One PepsiCo' highlights a move towards greater integration across its business units, powered by digital tools and AI to enhance precision in its extensive operations.

Ramon adds: "This new identity 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 drinks brands, made with high-quality ingredients and including functional benefits like protein and superior hydration.”

The new branding first appeared on PepsiCo's website on 28 October and is scheduled to be rolled out onto product packaging starting from January 2026, marking a tangible link between the corporate vision and the products on shelves.