Izze

Brand and packaging explorations for PepsiCo, developing visual systems for two flagship brands. With the formula set, our creative direction guided early market tests and helped shape the product’s final trajectory.

Challenge: The product wasn’t the problem — the brand was. Pepsi had the drink, but needed clarity on which brand family it should live under. We built two parallel directions and tested how each could scale.

IZZE Direction: This route leaned organic and crafted — premium, natural, and ingredient-forward — with a system designed to feel elevated while still vibrant on shelf.

Result: We developed two distinct visual systems: one bold and mainstream (Sierra Mist / Mist Twst), and one refined and organic (IZZE). These explorations helped inform the final Mist Twst rebrand and contributed to a refreshed IZZE design system.

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