PepsiCo 50th Anniversary Book Rejects Retro

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.


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.”



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.


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.