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Pepsi embraced the spirit of Día de los Muertos (the Day of the Dead) with limited-edition artwork celebrating the holiday’s traditions and the brand’s history. For the occasion, we launched a collection of six cans featuring unique designs inspired by the richness of Mexican culture and welcomed back Pepsi logos from the past. Our team in Mexico blended our bold brand identity with the celebration’s layered symbolism to create a look and feel that would resonate across generations.
The Day of the Dead is a time for remembrance, celebration, and connection. This colorful holiday weaves food, drink, and intricate décor into the ofrendas (home altars) Mexican families create to honor and welcome the souls of their deceased loved ones. Our goal was to pay tribute to this cultural cornerstone while expressing Pepsi’s daring attitude. Using past Pepsi logos as a nostalgic bridge, the artwork celebrates cherished memories shared across time.
Inspired by traditional Mexican crafts, our illustrations feature the intricate patterns of papel picado, an ornamental folk art that reminds us of life’s fragility. Each can showcases a different Pepsi logo from years past, paired with the phrase “Remembering our logos,” echoing the celebration’s theme of honoring those who live in our hearts. The artwork features Pepsi’s distinctive palette of bold blue and black, accented with white and red. Subtle symbols like candles and marigolds—representing light, guidance, and a connection to the departed—add depth to the designs. Supporting visuals extend the narrative with imagery of calaveras (sugar skulls), flaming hearts, and food pairings, enrich the visual narrative.
Combining our storied past with contemporary cultural artistry, the Pepsi Day of the Dead collection elevated our presence during the holiday, inviting people to celebrate the occasion and create new memories with Pepsi.