Stubborn Soda Cans: A Flavor Forward Design

Revitalizing the Stubborn Soda Brand with Bold Typography and Color

For the Stubborn Soda brand refresh, PepsiCo Design and Innovation took a bold approach, infusing the packaging with typography and color that tell a flavor-forward story. The design team aimed to disrupt the category with a modern take on an editorial poster aesthetic, resulting in a visually striking and unique design.

The cans feature bold, letterpress-like typography that grabs attention and conveys the brand's commitment to quality and authenticity. Each flavor is represented by non-primary, complementary color blocks, reflecting the unique and unexpected ingredient combinations found in Stubborn Soda. This design choice not only adds visual interest but also helps consumers quickly identify their preferred flavor.

The Stubborn Soda cans stand out on the shelves, thanks to their vibrant colors and eye-catching typography. The design successfully captures the essence of the brand and its commitment to creating great-tasting products without artificial additives. By combining bold visuals with a flavor-forward narrative, PepsiCo Design and Innovation has revitalized the Stubborn Soda brand and created a packaging design that is both visually appealing and informative.

The design of Stubborn Soda cans has been recognized for its excellence in packaging design. In 2020, it was awarded the Iron A' Design Award, which honors well-designed, practical, and innovative creations that meet professional and industrial requirements. This prestigious award acknowledges the integration of industry best practices and competent technical characteristics, contributing to a better world and providing fulfillment and positive feelings to consumers.