PEPSI_IN-STORE BRANDING & POSTERS

The brief
Reposition Pepsi Max in-store with a sharper visual and verbal identity that could carry the brand’s bigger, bolder personality into retail, posters and campaign touchpoints.

The problem
Pepsi Max needed to grow up without losing its edge. The work had to talk to an older audience, cut through a crowded drinks category and avoid feeling like another safe soft drink campaign.

The solution
We built an identity system with attitude. Direct, punchy copy, aggressive graphic language and poster-led executions gave the brand a more provocative voice, creating a campaign that felt refreshing, irreverent and impossible to ignore.