In a dynamic and competitive market, even iconic brands need to evolve to stay relevant. Pepsi, one of the most recognisable names in the beverage industry, recently unveiled its first major visual rebranding in 14 years. This update was more than a simple logo refresh; it marked the start of a new era aimed at engaging today’s consumer and adapting to modern trends. But how does a brand as established as Pepsi navigate a transformation of this scale? The answer lies in brand research.

By using brand insights to assess consumer perceptions, market dynamics, and cultural shifts, Pepsi’s rebranding initiative reflects a deep understanding of what today’s consumers want. From introducing a fresh logo and updated visual identity to activating innovative campaigns, such as a CGI kinetic mural in Melbourne's Hosier Lane, Pepsi’s rebrand is strategically crafted to connect with contemporary Australian audiences.

This case study explores the critical role brand research played in guiding Pepsi’s rebrand. We’ll look at how brand insights informed each step, from identifying the need for change to rolling out an engaging, relevant brand experience. Whether you’re an established brand or an emerging business, this case study offers valuable takeaways on using brand research to drive successful, meaningful rebranding.

THE REBRANDING JOURNEY OF PEPSI

As one of the world’s most recognisable brands, Pepsi has a legacy that spans over a century. However, in today’s rapidly changing market, even the most iconic brands must adapt to stay relevant. Recognising shifts in consumer preferences and cultural trends, Pepsi decided it was time for a fresh look, a move driven by insights gathered through extensive brand research.

Identifying the Need for Change

Pepsi’s brand research revealed key insights about evolving consumer expectations and the importance of visually aligning with contemporary lifestyles. With younger audiences becoming a significant market segment, Pepsi faced the challenge of bridging its legacy with the aesthetics and values that resonate with modern consumers. Research indicated that while Pepsi held a strong position in the market, there was an opportunity to better connect with the cultural landscape in Australia and globally.

The Vision: A Fresh and Dynamic Identity

Pepsi’s rebranding was driven by the vision of creating a “dynamic new era” that celebrated boldness, inclusivity, and visual relevance. The brand introduced a new logo and visual elements to reflect this, with updated colours, typefaces, and design motifs that align with today’s trends. To make an impact in Australia, Pepsi launched a CGI kinetic mural in Melbourne’s Hosier Lane, incorporating street-art culture to celebrate local creativity and innovation.

Using Brand Research to Guide the Rebrand

Brand research played a central role in shaping Pepsi’s rebranding decisions. This research helped Pepsi understand:

• Current Brand Perceptions: Insights into how customers saw Pepsi before the rebrand, as well as which attributes could be enhanced to appeal to both loyal customers and new audiences.
• Market Positioning: An understanding of Pepsi’s competitive positioning allowed the brand to maintain its core identity while making strategic adjustments to stay relevant.
• Cultural Relevance: Research on local and global trends enabled Pepsi to integrate meaningful elements, like the Hosier Lane activation, creating an engaging and locally resonant experience.

By aligning the rebrand with these insights, Pepsi achieved a fresh look that honours its history while embracing a more contemporary, relatable image for today’s audience.

KEY ELEMENTS OF THE REBRAND SUPPORTED BY BRAND RESEARCH

Pepsi’s rebranding effort didn’t stop at a new logo; it extended to a thoughtfully crafted brand experience driven by detailed consumer insights. Here are the core elements Pepsi updated as part of its rebrand, each guided by research findings on consumer perceptions and cultural relevance.

1. Understanding Shifting Consumer Perceptions

Pepsi’s brand research highlighted changing perceptions among consumers, particularly younger audiences who desired brands that felt current and culturally in-tune. Research insights revealed that Pepsi needed to maintain its heritage appeal while adding a fresh, bold visual language to resonate with newer generations. The redesigned logo, with a refined shape, bolder colours, and a modern typeface, struck this balance, preserving brand recognition while revitalising its visual impact.

2. Targeting a Broader, More Diverse Audience

Pepsi’s research also identified an opportunity to broaden its appeal. While Pepsi has long been popular among younger audiences, the new design aimed to attract a wider demographic, including consumers from diverse cultural backgrounds. The introduction of bold colours and a contemporary design aesthetic helped signal inclusivity, while the localised street-art installations, like the CGI kinetic mural in Melbourne’s Hosier Lane, resonated with a culturally diverse, art-driven audience.

3. Updating Visual and Verbal Branding to Reflect Market Trends

Guided by brand research, Pepsi’s visual identity update included not just a new logo but a refined colour palette, updated iconography, and modernised typography. The rebrand also introduced a fresh verbal identity, with messaging that is playful yet bold, embodying Pepsi’s energetic brand personality. These visual and verbal changes ensured that Pepsi’s look and feel reflected current trends and appealed to a modern audience that values authenticity and relevance.

4. Measuring Impact and Refining Strategy Post-Rebrand

Once the new brand identity was launched, Pepsi continued using brand research to track its impact, gathering feedback to understand how the rebrand resonated with its audience. By monitoring engagement and conducting follow-up brand perception studies, Pepsi was able to confirm the effectiveness of its updates and make any necessary adjustments. This ongoing measurement approach ensures Pepsi remains agile, adapting its strategy based on consumer feedback and shifting trends.

KEY TAKEAWAYS FOR OTHER BRANDS CONSIDERING A REBRAND

Pepsi’s successful rebrand offers valuable insights for any brand considering a transformation. By using brand research to inform every step, Pepsi crafted a new identity that resonates with today’s consumers while preserving its legacy. Here are some essential takeaways for brands planning a rebrand:

1. Use Brand Research to Validate Decisions

Rebranding can be a high-stakes move, especially for established brands. Conducting thorough brand research provides clarity on what needs to change and what should stay the same. Pepsi used research to evaluate its brand perception and market position, ensuring that its new visual identity would resonate with its audience. For other brands, brand research is crucial to making data-driven decisions that reduce risk and maximise relevance.

2. Stay Aligned with Evolving Audience Expectations

Today’s consumers expect brands to stay culturally relevant and in tune with current trends. Pepsi’s research revealed that a younger audience desired a modernised visual appeal. As a result, Pepsi designed an identity that feels bold and contemporary. For brands considering a rebrand, it’s essential to understand the changing preferences and values of your target audience to create a brand that connects with them on a deeper level.

3. Look Beyond the Logo: Build a Full Brand Experience

Pepsi’s rebranding extended beyond a new logo, involving refreshed visual elements, a lively verbal identity, and innovative experiences like the CGI mural in Melbourne’s Hosier Lane. For brands, a rebrand isn’t just about design; it’s about creating an experience that feels consistent and memorable across every touchpoint. Consider how you can update everything from colour schemes to messaging and even customer experiences to support the new brand identity.

4. Measure and Adjust Post-Rebrand

Launching a new brand identity is only the first step. Pepsi’s commitment to brand research continued post-launch, allowing it to gauge the rebrand’s effectiveness and refine its strategy based on real-time feedback. Brands should use tools like brand tracking and audience feedback to monitor the impact of their rebrand and make iterative improvements. This approach ensures that the new identity remains effective and resonates over time.

IN SUMMARY

Pepsi’s rebrand demonstrates the power of brand research in crafting an identity that’s both contemporary and meaningful. By diving deep into consumer perceptions, Pepsi identified an opportunity to evolve its brand in a way that preserved its iconic legacy while resonating with modern audiences. This case study highlights how brand research can guide each stage of a rebranding journey, from understanding shifting market dynamics to refining visual and verbal elements and measuring impact post-launch.

For brands considering a rebrand, Pepsi’s approach offers key lessons: use data to inform each decision, align with the evolving expectations of your audience, and remember that rebranding is about creating a cohesive experience, not just a new logo. Most importantly, stay agile by continuously tracking and refining your brand based on consumer feedback.

In a world where brand relevance can shift rapidly, a rebrand backed by thorough research and a strong strategy can make all the difference. If your brand is looking to stay competitive and connect with today’s consumers, consider how brand health insights and strategic brand tracking can guide your next steps.

Ready to start your own rebranding journey? Contact Brand Health for a consultation to explore how brand research can support your strategy.