Dr Pepper

It's a Pepper Thing — Design System_ 2023

Dr Pepper drinkers might come from different walks of life but they all choose us for the same reason… our one-of-a-kind taste. So, no matter who they are or what they look like, they’re bonded by the unique blend of 23 flavors for life. It’s a Pepper Thing. In 2023, Dr Pepper launched a new trademark campaign—It’s a Pepper Thing, aiming to ignite a sense of humor and connection by celebrating the unique identities and infectious passions of its fans. Drawing inspiration from the iconic "pepper" element from the Dr Pepper logo, the campaign lockup design captures the essence of the brand's enduring appeal while infusing a contemporary flair that resonates with today's Gen Z consumers.

Through vibrant visuals and dynamic design elements such as typography and product images in a minimalistic look & feel, the visual identity reflects the brand's commitment to bringing loyal fans to embrace their one-of-a-kind connection and express their devoted love for the brand.