Brands
PepsiCo’s new brand identity swaps its stripes for smiles
NEW YORK: PepsiCo has binned the branding it has worn for a quarter-century. Out with the old, in with the grin. The company’s fresh corporate identity, unveiled on 28 October, marks its biggest visual shake-up since the turn of the millennium—a deliberate signal that this is no longer just the fizzy-drinks firm your parents knew.
Sixty years after Pepsi merged with Lay’s, the empire has swelled to more than 500 brands—Tostitos, Gatorade, Quaker, Siete, poppi—and 300,000 employees. It peddles snacks and beverages from Kansas corner shops to Cairo kitchens, from São Paulo’s streets to Shanghai’s stores. Yet only 21 per cent of consumers can name a PepsiCo brand beyond Pepsi itself. Chairman and chief executive Ramon Laguarta reckons the rebrand will fix that. “Our new identity boldly reflects who we are in 2025: a company with expansive reach, aiming for positive impact across the globe,” he says.
The new logo plants a “P” at its centre, hemmed in by shapes representing consumer focus, sustainability and taste. A custom typeface in lower case softens the corporate edge. The colour palette draws from earth tones and vivid hues—soil, drinks, planet, people. And lurking beneath it all: a smile. That grin anchors the company’s new three-word mantra: “Food. Drinks. Smiles.”
Chief consumer and marketing officer and chief growth officer for international foods Jane Wakely calls it “a beautiful expression of both who we are as a company today and our aspiration for the future.” The smile, she insists, signals an “obsession with consumers” that will fuel growth.
The rebrand will roll out gradually across PepsiCo.com, LinkedIn, Instagram, YouTube and TikTok, then seep into packaging, workplaces and signage worldwide. Whether it prompts consumers to smile back—or simply reach for a rival’s crisps—remains to be seen.
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
