Pepsi-Cola, a brand synonymous with American pop culture, has consistently reinvented itself over its 125-year history. A significant aspect of this reinvention lies in the visual identity of its packaging, particularly the design of its cans. The evolution of Pepsi can designs reflects not only the brand's adaptation to changing consumer tastes and design trends but also the broader cultural and societal shifts that have shaped the modern world. This article delves into the history of Diet Pepsi can designs, tracing their evolution from the mid-20th century to the present day.
Early Years: Establishing a Visual Identity
1950-1967: The Dawn of Canned Refreshments
In the post-World War II era, Pepsi-Cola unveiled its first distinctive can design, featuring the company's signature globe logo. This straightforward can design reflected the post-war conformity and the increasing popularity of canned sodas as commonplace refreshments in American households. The Pepsi 10A can marked the beginning of Pepsi's journey in the canned beverage market, setting the stage for future design innovations.
1967-1973: Embracing Counterculture
As the youth counterculture movement emerged in the late 1960s, Pepsi-Cola responded by introducing a bold, all-caps rectangular serif font on its cans in 1967. This design choice resonated with the anti-establishment energy of the era, preceding iconic slogans like "the choice of a new generation." The assertive typography reflected a brand that was willing to challenge conventions and embrace the changing times.
1973-1987: Minimalism and Red Accents
The 1973 can design featured a white background and an off-kilter globe, reflecting the sterile, minimalist aesthetic that permeated graphic design trends in the early 1970s. The addition of red accents in 1978 symbolized a return to familiar comforts and stability during a period of economic uncertainty and cultural malaise.
The Rise of Diet Pepsi and Design Innovations
1986: Return of the Globe
The 1986 label marked the return of the traditional Pepsi globe. This design marked the first time the Pepsi name was moved to another area instead of inside the globe.
Read also: The Hoxsey Diet
1987-1991: Synchronized Branding
As the 1980s transitioned into the 1990s, Pepsi aimed to project stability and global connection. The brand synchronized the globe and logotype on its cans, creating a unified vision that signaled the dawn of the internet age and increased cultural exchange.
1991-1997: Fragmentation and Rebellion
The 1990s brought fragmentation and constant change, which was reflected in Pepsi's logo transformation. The globe and name were separated in 1991, with the bold vertical logotype signaling the brand's determination to dominate the coming age. The introduction of a cool blue background in 1995 connected the brand to the surge of alternative music and X-Games culture, which prized rebellion over tradition.
1993: Diagonal Design
In 1993, the logo was diagonal. Everything except the Pepsi globe was rotated, making the lines go diagonal. The background was sky blue, the "Diet" script was facelifted and the Pepsi name was tilted.
1997-2003: Red Backdrop and Prominent Logotype
Pepsi adopted the "bigger is better" mantra that pervaded marketing messages during this era. The can design featured a red backdrop with a prominent logotype, with the logo enlarged in 1998.
2003-2008: Shattered Perspectives
As the 2000s saw Generation X settle into adulthood amidst wartime uncertainty, Pepsi's 2003 redesign spoke to shattered perspectives. The rotation of the entire logo, instead of just the globe, and the asymmetrical graphical shift evoked a loss of balance and confidence. A silver oval accompanied the Diet Pepsi logo, whose typography had the "diet" part in lowercase print, and the 2003 Pepsi name.
Read also: Walnut Keto Guide
2008-2009: Economic Downturn and Downsizing
The late 2000s financial crisis led Pepsi to reduce the scale of its logo in 2008, mirroring falling fortunes and bank balances. The smaller globe and condensed logotype reflected a necessary downsizing and prudence after the go-go optimism of previous eras. This restraint and simplicity prepared the brand for future growth post-recession.
2009-2014: Optimism and Positivity
As the markets and national mood bottomed out in 2009, Pepsi unveiled a smiling globe and bubbly lowercase logotype against a deep blue backdrop, reflecting a measured optimism. This reassuring positivity was similar to the internet's proliferation of cute animal memes and uplifting viral content, as the public looked for silver linings during a painful economic rebuild.
2014-2023: Resilience and Strength
As recovery took hold in the mid-2010s, Pepsi's logo echoed America getting back to business. A bold, vertical logotype anchored a sturdy centered globe in 2014, exuding a gravity and seasoned resilience. A 2017 NFL promotion brought further masculine energy via a football field backdrop, aligning the brand with America's most lucrative and watched game.
2016: Classic Sweetener Blend
In 2016, an individual Diet Pepsi with aspartame, called the Classic Sweetener Blend, was released.
2018: Retro Labels
As part of 2018's "retro labels", Diet Pepsi's label was the current grey background with the 1986 can design. In May, less than two months after the leaking, 12 oz cans and 20 oz bottles using the retro-design gimmick was confirmed, as a series of three "Music Generations" labels was announced.
Read also: Weight Loss with Low-FODMAP
2023-Present: Heritage and Minimalism
As the 2020s witness upheaval giving way to rebirth and reinvention, Pepsi returns to its contemporary look, having tapped the past to reaffirm its present. Reminders of heritage now backdrop a minimalist globe and crisp uppercase logotype, ready to embrace whatever comes next in the endless cycle of crisis and renewal.
Pepsi's New Visual Identity System
On March 28, PepsiCo announced that its flagship brand, Pepsi, would be using a new logo and visual identity system on its cans, bottles, and more. This marks the first update to the logo in 14 years. For the brand’s 125th anniversary, Pepsi will roll out the new look in North America starting in the fall and will subsequently roll out the new look across the globe in 2024.
According to Pepsi, the new design evolves the Pepsi brand to represent its most unapologetic and enjoyable qualities and will span across all physical and digital touchpoints, including packaging, fountain and cooler equipment, fleet, fashion, and dining. The new logo and visual identity pay homage to the brand’s rich heritage while taking a big leap toward the future.
The new identity will be reflected online and across its suite of products ranging from its well-known canned beverages to merchandise. The brand even plans to upgrade its trucking fleet with these new visuals. Pepsi has gone through six logo changes over the last 125 years.
The first logo was created by Caleb D. Bradham, a pharmacist and the inventor of the formula for the first Pepsi-Cola in New Bern, North Carolina in 1898. Since then, the font and the globe motif behind it have changed for the better, and according to some critics on the last logo’s latest retiree, for the worse. Still, the brand’s new logo has already been receiving well wishes and good reviews on social media.
Pepsi's new design system includes a music-focused look that evokes the "‘ripple, pop and fizz’ of Pepsi-Cola with movement," according to the brand. The new identity was created in-house by a team led by senior vice president and chief design officer for PepsiCo Mauro Porcini, who joined the corporation in 2012.
According to Porcini, at PepsiCo, they design their brands to tell a compelling and holistic story. Pepsi is a shining example of a brand that has consistently reinvented itself over 125 years to remain a part of pop culture and a part of people’s lives. The company designed the new brand identity to connect future generations with their brand’s heritage, marrying distinction from their history with contemporary elements to signal their bold vision for what’s to come.
In addition to its new custom typeface, key design elements include the Pepsi globe and wordmark reuniting, an updated color palette that now includes a deeper electric blue with black to bring contrast, vibrancy, and a contemporary edge, as well as an all-new can silhouette. The signature Pepsi pulse evokes the ‘ripple, pop and fizz’ of Pepsi-Cola with movement, bringing the rhythm and energy of music, an important and continuing part of the Pepsi legacy. Pepsi is well-known for its music collaborations with pillars of the music world.
Enhancing Visual Appeal: Pepsi High Visibility Vendors (HVV)
In an increasingly competitive marketplace, franchises are constantly seeking innovative ways to enhance their visual appeal and attract customers. One effective solution that has gained popularity is the implementation of Pepsi High Visibility Vendors (HVV). These machines not only offer a wide variety of refreshing beverage options but also utilize specific flavor strips that significantly enhance their appearance and engage potential buyers.
Pepsi HVV machines are specially designed vending solutions tailored to cater to high-traffic environments such as convenience stores, airports, schools, and office buildings. The primary aim of these machines is to boost brand visibility while providing a user-friendly interface for customers. The DB95 size of Pepsi HVV machines comes with specific dimensions-5.3 inches wide by 7.2 inches high-making it a compact yet efficient option for various franchise settings.
The DB95’s compact design allows it to fit seamlessly into small areas without compromising on visibility or functionality. One of the standout features of the DB95 size is its compatibility with all Pepsi HVV Front machines, including those manufactured by Royal and Dixie Narco. This means that franchises currently using older models can easily integrate the DB95 size without requiring a complete overhaul of their existing vending infrastructure.
The incorporation of specific flavor strips in the DB95 vending machines is designed to improve the overall aesthetic of the unit. The bright colors and eye-catching designs of the flavor strips attract customers' attention, effectively highlighting popular beverage choices and encouraging impulse buys. The DB95 HVV machines are engineered with the end-user in mind. The clear labeling and intuitive layout of the flavor strips ensure that customers can easily navigate through the selection process.
To fully leverage the potential of Pepsi HVV machines, franchise owners should consider implementing targeted marketing and promotional strategies, such as integrating interactive displays or digital screens into the vending units to showcase promotions, special offers, seasonal flavors, or even customer testimonials. Franchise owners can also take advantage of holidays or local events by designing seasonal flavor strips that reflect themes like summer refreshers or winter warmers, encourage customers to share their vending machine experiences on social media by creating unique hashtags linked to their HVV machines or running contests where customers who post about their favorite drinks can win prizes, and implement a loyalty program where customers earn points for every purchase to incentivize repeat business.
Pepsi High Visibility Vendors, particularly the DB95 size, provide a powerful tool for franchises aiming to increase their visual appeal and enhance customer engagement. The compact design, compatibility with existing machines, and eye-catching flavor strips work in unison to attract customers and drive sales. As the landscape of retail continues to evolve, embracing innovative solutions such as Pepsi HVV machines will not only set franchises apart from competitors but also contribute to long-term success in the marketplace. Whether in a small convenience store or a large corporate environment, the DB95 Pepsi HVV gets noticed-ultimately leading to satisfied customers and increased revenue potential.
Most modern vending machines, particularly those manufactured by Dixie Narco and Vendo, predominantly utilize small flavor strips, while medium size strips are generally found in older or generic flat front vending machines. Large flavor strips offer significant visibility and allow for detailed branding opportunities. If you attempt to use large strips in odd model machines such as Cavalier, Choice Vend, or USI, cutting them down to size might be feasible.
The quality and originality of the flavor strips significantly affect customer perception. Choosing the correct flavor strip size for your vending machine is not only about aesthetics; it's also about ensuring compliance with health regulations and enhancing customer engagement.
When ordering flavor strips, always confirm the compatibility based on the dimensions of your machines. By doing so, you’ll ensure a seamless transition to updated flavor strips that resonate with today's health-conscious customers. Take advantage of original flavor strips to maintain brand integrity and adhere to current health mandates, ensuring your vending operation remains successful and compliant.