Logos by Arnell Group, PepsiCo Design & Innovation

The Arnell Group was founded by Peter Arnell, an American designer and branding executive born in 1958. For over 40 years, Arnell has been at the forefront of creating and transforming brands through an interdisciplinary approach that unites graphic arts, communications, photography, filmmaking, experience design, industrial design, product engineering, and architecture.

The agency gained significant attention for redesigning the Pepsi logo in 2008. Arnell served as Chief Innovation Officer for PepsiCo, re-engineering the entire portfolio identity system and packaging. The redesign became controversial when a confidential 27-page strategy document titled “BREATHTAKING” was leaked in February 2009, featuring impenetrable pitch speak, references to Leonardo da Vinci’s Vitruvian Man, and elaborate explanations of the logo’s “perimeter oscillations.”

Arnell Group has worked with prestigious clients including Chrysler, Reebok, Donna Karan, Unilever, and Fontainebleau. Peter Arnell also served as Chief Innovation Officer for Chrysler and The Home Depot. While the Tropicana rebrand was scrapped after poor consumer reception, Arnell’s unique approach to brand transformation continues to influence discussions about the intersection of design strategy and marketing.