The identity for Pepsi Raw, the forthcoming drink from the PepsiCo International stable, is being designed by Ziggurat Brands.
The drink is claimed to use more natural ingredients than traditional Pepsi and will appear on UK grocery shop shelves in a year’s time.
The soft drinks company is understood to have appointed Ziggurat in June last year on the strength of its branding work for Pepsi Raw stable-mate Copella apple juice in 2003 and 2007.
PepsiCo marketing director Bruno Gruwez briefed Ziggurat to create an identity for the new cola that would appeal to ‘urban, sophisticated’ customers.
‘We had to work with some fixed elements, including the bottle shape and name,’ says Ziggurat client services director Kellie Chapple.
‘We did extensive consumer research for the new cola, which showed that consumers responded to a pared-back, elemental identity,’ she adds.
The Raw identity appears as a vertical white logotype along the neck of the bottle, with the Pepsi marque above it.
Pepsi Raw is launching in the UK in bars and clubs before rolling out globally.
Ziggurat is not designing the identity for the US version of the drink. PepsiCo did not confirm whether it had appointed a consultancy to work on the US identity.