To create something great, you’ve got to do it the STUBBORN® way. That’s why STUBBORN SODA® is made with no artificial sweeteners and no high fructose corn syrup. We use natural flavors and fair trade certified cane sugar to create only the best tasting products. The new can format features flavors like Black Cherry Tarragon, Agave Vanilla Cream Soda, and Classic Root Beer.
For the STUBBORN SODA brand refresh, the design team used bold typography and color to craft a flavor-forward story with a category-disrupting style. With letterpress-like type, the design is a modern take on an editorial/poster aesthetic. Each flavor is represented by non-primary, complementary color blocks that reflect the unique and unexpected ingredient combinations. On pack, the alignment of the letters intentionally mismatches the horizon line on the can as a subtle nod to the brand’s stubborn ethos.
The new design was developed to be adapted across all touchpoints including packaging, online, and point of sale.
PepsiCo Design & Innovation
350 Hudson St 2nd Floor New York, New York 10014 US