Pepsi.com: A bold brand. A clear structure. Room to grow.

Pepsi.com is the central digital brand destination for the US market. The relaunch brought key content and functionality together and translated the brand’s visual ambition into clear user journeys.

Product worlds, campaign entry points and editorial content each need their own expression. They also need to work as parts of the same website. Our role therefore connected digital strategy, UX/UI, content and development.

We planned the relaunch in stages. A Minimum Viable Product, or MVP, prioritised the content and functionality of the first release. Its defined scope gave concept, design and development a shared focus.

The technical foundation also accounted for subsequent development. The platform can be refined after its first release and extended with further content or functionality. The key decision was to define a focused starting scope while preparing for the next steps.

We implemented a white-label solution based on Drupal CMS. Its modular architecture provides the framework for the brand experience and for managing and extending its content.

This relationship is visible in the design: a defined colour system connects product overviews, campaign areas and mobile layouts. The brand retains its distinctive expression while different content types share a common structure.

The relaunch included migrating existing content. We restructured and refined it with SEO and GEO in mind: discoverability in search engines and inclusion in generative search and answer systems.

This work formed part of the platform project and its content structure. It provides foundations for discoverability; changes in rankings, traffic or mentions in AI answers need to be assessed using measurement data.

At Pepsi.com, design and technical decisions work together: the brand shapes the experience, the MVP sets the initial priorities, and Drupal supports the content and its development. This is how we applied Creative Engineering to the project.

Our work spans digital strategy and UX/UI, white-label implementation and content migration, as well as SEO, GEO and continuous optimisation. The result is a central brand website with a foundation for its next stages of development.