Sooy + Co.

1. Brian Sooy interviewed by Joseph Fioramonti
(News/Interviews)

... important. Not only with type, but with color, with execution, with style. Don’t get me started on the new pepsi logo, although I did blog about that too. That’s part of the reason I started the blog ...

2. The Emotional Brand and Tropicana Orange Juice Packaging
(Blog/Brand Analysis)

Pepsi (parent company of Tropicana) once again underestimated the swift and strongly emotional reaction to its new Tropicana packaging.  It's a complete misreading of how even a consumer brand touches ...

3. New Pepsi Branding: what went wrong
(Blog/Brand Analysis)

If you confuse the the new Pepsi logo and packaging with a store brand, it's understandable. It is an ambitious effort to re-brand a line of products such as this, but perhaps PepsiCo over-thought ...