QUENCHING
PEPSI’S THIRST
FOR INNOVATION

After decades with a virtually unchanged bottle form, Pepsi deemed it time to put the “Excitement of NOW” in consumers’ hands—literally. Through extensive research, testing and partnership, Tether created a new family of iconic bottles featuring an updated heroic 12oz glass form with flowing facets and a companion super-graphic can. A distinctive, tangible call to grasp refreshment through the uplifting momentum of NOW.

Additionally, Pepsi served up an opportunity for Tether to create a new graphic identity for the low-sugar beverage Pepsi Next, a solution positioning it within the Pepsi brand’s visual architecture while carving out an ownable space in market and on shelf.

Tether also brought to the stage two X Factor judges’ cups. The reality talent show’s on-air, co-branded tumblers feature the signature “X” framed by marquee-like bands. Functional. Dramatic. An ideal fit for prime time.

  • As a strategic design partner, Tether worked with Pepsi on the wordmark itself. Leveraging aesthetic equities, we focused on refining the logo’s letterforms. The result is a sleek, modernized mark that lends itself to a more impactful presence and freshens up to celebrate NOW.

As a strategic design partner, Tether worked with Pepsi on the wordmark itself. Leveraging aesthetic equities, we focused on refining the logo’s letterforms. The result is a sleek, modernized mark that lends itself to a more impactful presence and freshens up to celebrate NOW.

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