Pepsi Max Label Design

Pepsi Max is a sugarless soda that targets the next generation of male millenials. Men are generally skeptical to move to diet sodas because they do not like the aftertaste, are often looking for more functional benefit, and most importantly, they just can't relate to the imagery typically associated with diet soda. We were tasked with visually positioning Pepsi Max as an invigorating, masculine and rejuvenating low calorie refreshment that makes men feel bold and full of life.