Pepsi “Breathtaking”


This document, a concept deck from an agency to Pepsi on the development of their new logo, is one of my favorite collections of total bullshit. I mean, I sincerely wish I wrote it.


I would had I the wherewithal to. Hey, what does wherewithal even mean?

Whereˊwith-al′, adverb or noun Wherewith. “Wherewithal shall we be clothed?” Matt. vi. 31. Wherewithal shall a young man cleanse his way?

Not super helpful, Webster.

Anyway, download the PDF and read the whole thing.

Some people prefer Coke