New Pepsi MAX® packaging
Pepsi MAX, Pepsi's zero sugar drink, renews its packaging to reinforce the iconicity of its logo, maximizing its brand visibility and the appearance of the product. A commitment to a more disruptive design, which highlights the shapes of all packaging and highlights its zero sugar formula, with the predominance of the brand's characteristic black, blue, white and red colors, in two new formats: the Sleek can and the AXL bottle.
The Sleek can, with a more premium elongated design, replaces the traditional can format. The AXL bottle introduces a more accentuated twist to its design, following the style developed by the brand in its glass bottle.
The new image enhances the sinuous shapes of its packaging, which gains in ergonomics, while incorporating design elements that enhance the iconic ‘Pepsi Globe’ in an illustrative game that gives it more prominence.
On the occasion of the launch of its new packaging, Pepsi MAX has launched a collaboration with the Spanish artist Abraham Menéndez, better known as 'Abe The Ape', and the photographer Manu Toro, who have developed together with the brand a creative imaginary, inspired by new packaging. A graphic line that has resulted in two original illustrations and two oneiric photographs that will give life to the new image of the packaging, revealing what ‘The most instagrammable food’ and ‘The coolest dinner’ would be in which Pepsi MAX cannot be missing.