The Pepsi Challenge

I had the privilege of designing the identity for the new Pepsi Challenge, 50 years after the launch of the original campaign.

The identity was designed to be bold and cohesive across every touchpoint—from a nationwide sampling tour to OOH, digital, print, signage, and merch.

The iconic angled type treatments and tagline remain at the core, reimagined with Pepsi’s current brand elements for a look that is both a throwback yet distinctly modern.