How PepsiCo’s Branding Change Represents its CEO's Vision

For the first time in 25 years, PepsiCo is introducing a new corporate brand identity designed to reinforce the company’s commitment to “creating more smiles with every sip and every bite”.

PepsiCo says the new look is an expression of its evolution and ambitions to keep moving forward.

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

According to PepsiCo, the new brand will start with a redesign of PepsiCo.com followed by changes across its LinkedIn, Instagram, YouTube and TikTok global social channels to link its consumer brands with the corporate branding.

Announcing the new identity on LinkedIn on 28 October, CEO Ramon Laguarta says: “Over the past few years, we’ve been working to make PepsiCo a best-in-class company that is admired around the world.” 

He adds that he is “thrilled to share the latest milestone on our journey”.

A new visual identity 

In the centre of the new logo is the letter ‘P’ surrounded by symbols that company says represent its values: consumer centricity, sustainability and great taste. 

PepsiCo says the colour palette is drawn from the real 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.”

The logo acts as a representation of the company’s purpose, showing that PepsiCo is built upon these elements coming together.

Keeping consistency with past branding, the logo still includes a smile. Jane says: “By putting smiles at the heart of our visual identity, we’re signalling our obsession with consumers, and that obsession fuels our growth.”

Sixty years of PepsiCo

PepsiCo was formed 60 years ago with the union of Pepsi and Lay’s, developing into an organisation of more than 500 brands and more than 300,000 people.

While changes have been made within the company throughout this time, the corporate brand has remained the same for almost 25 years.

In a letter to employees on 28 October, Ramon wrote about how, during the Q3 Global Town Hall earlier in October, he had discussed the need to “act with greater urgency, greater efficiency and a uniform commitment to excellence."

He added in the letter: “Over the past few years, we’ve been working to become faster, stronger and better, underpinned by pep+”, PepsiCo’s end-to-end sustainability strategy.

Ramon outlined in the letter ways in which the company is working to accelerate the performance further. These include: 

1. Becoming even faster by focusing on consumer-centricity and innovation through elevating farm grown ingredients for products like Lay’s, and offering products without artificial flavours, such as for Doritos and Gatorade.
2. Getting even stronger by acting as One PepsiCo through scaling digital capabilities and using AI to operate with increased precision.
3. Driving even better growth by advancing pep+ goals through regenerative agriculture and reducing emissions and virgin plastic use.

Ramon says: “This new identity boldly reflects who we are in 2025,” he says, “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.”

From 28 October, the new branding can be seen on PepsiCo.com. It will be seen on product packaging from January 2026.