Design Debacles - Pepsi
I'm part of that rare breed that prefers Pepsi to Coke, and I'm a full blown diet cola addict.
Pepsi has always had an image problem as the outcast transient to Coke's Norman Rockwell brand of classic American values.
Recently Pepsi did a redress of their bottle wraps, and I have to say, things did not go well. Here's Diet Pepsi's previous incarnation:
Truth be told; I don't love the old look. But it falls into Pepsico's lexicon. Some weird neo-industrial hoo-haa with thecliche classic use of simulated water condensation beading. It's a little loud and tactless - but that fits right in on a coffee table, surrounded by bag of Doritos and the latest issue of TV Guide.
Here's the new look:
Where do I start? It's clearly an attempt to go urban chic. How is diet cola chic? I understand that changing the bottle form factor is cost prohibitive, but the same old dumbell shape doesn't help the new look.
And let's talk about the new look. It's hard to tell in the photo, but the silver fades into black at the top and bottom edges. Something about it reminds me of oxidizing pewter - not really the mental image I want when I am ready to tear into a bottle of sparkling phenylalanine.
The new logo is not growing on me - the "wave" is too thin. The product name is lost due to it's size and awkward orientation. It's actually competing with the "health benefits". I'm kind of aghast that some ad agency probably earned millions of dollars for this work.
It's an ambitious change - but one I don't see sticking around. Who focus grouped this? If anything, I recommend Pepsi adopt some of it's simpler design aesthetics from the 70's and 80's. The brand is venerable enough that is can draw from its history:
I'm thinking the fourth from the right has a great blend of simple lines and has a retro aesthetic. The one to the right of it works, but that is the first step in Pepsi getting more "industrial". A classic Pepsi campaign could work well.
Pepsi has always had an image problem as the outcast transient to Coke's Norman Rockwell brand of classic American values.
Recently Pepsi did a redress of their bottle wraps, and I have to say, things did not go well. Here's Diet Pepsi's previous incarnation:
Truth be told; I don't love the old look. But it falls into Pepsico's lexicon. Some weird neo-industrial hoo-haa with the
Here's the new look:
Where do I start? It's clearly an attempt to go urban chic. How is diet cola chic? I understand that changing the bottle form factor is cost prohibitive, but the same old dumbell shape doesn't help the new look.
And let's talk about the new look. It's hard to tell in the photo, but the silver fades into black at the top and bottom edges. Something about it reminds me of oxidizing pewter - not really the mental image I want when I am ready to tear into a bottle of sparkling phenylalanine.
The new logo is not growing on me - the "wave" is too thin. The product name is lost due to it's size and awkward orientation. It's actually competing with the "health benefits". I'm kind of aghast that some ad agency probably earned millions of dollars for this work.
It's an ambitious change - but one I don't see sticking around. Who focus grouped this? If anything, I recommend Pepsi adopt some of it's simpler design aesthetics from the 70's and 80's. The brand is venerable enough that is can draw from its history:
I'm thinking the fourth from the right has a great blend of simple lines and has a retro aesthetic. The one to the right of it works, but that is the first step in Pepsi getting more "industrial". A classic Pepsi campaign could work well.
Labels: consumer goods, Design, negative, pepsi
posted by Brant at
1:39 PM
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