PepsiCo 50th Anniversary Book Rejects Retro

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Think Studio collaborated with Melcher Media to create 50 Years of Pep: A Storied Past, A Promising Future, a 230-page large-format book chronicling PepsiCo’s history. The corporation was formed in 1965 when Pepsi-Cola merged with Frito-Lay to form a complementary beverage and snack business.

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Think Studio’s Creative Director John Clifford explains that “with so many iconic brands, it was a design challenge to give the book a cohesive look and feel. Rather than a retro look, we created a clean, modern design that looks to the future, with bright colors, large pull quotes, infographics, and bold typography.”

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Archival photos, vintage advertising, leadership profiles, business tips, and iconic marketing campaigns help tell the story of the brands — including Tropicana, Quaker Oats, Doritos, Naked Juice, Lipton, Sabra Hummus, Gatorade, and Aquafina— and their part in popular culture.

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Additional credits go to Tim Littleton, Designer; David Brown, Editor; Andrew Postman, Writer; and Susan Lynch, Production Manager. Creative Director Clifford is author of the recent book, Graphic Icons: Visionaries Who Shaped Modern Graphic Design.