“Breathless,” indeed

In an expert act of reverse engineering, the Pepsi brand architecture is shown to be part of “the evolution of 5000+ years of shared ideas in design philosophy.” Although this may or may not be fake, there’s no debating then, uhm, insanity of some of the logic contained here.

Pepsi: Breathless

More fun, as shown above:

The Pepsi DNA finds its origin in the dynamic of perimeter oscillations. This new identity manifests itself in an authentic geometry that is to become proprietary to the Pepsi culture.

No wonder people hate advertisers and marketers. I find it interesting that the ultimate goal of most exercises like this seems to be something that’s proprietary or “ownable,” rather than something that’s real or interesting.

bonus: this so-true observation from the comments on the original Reddit post:

Have you ever met people who work in advertising? They are mostly good people, overworked, but entirely separated from reality.

(via Brand New)