This is good stuff, you can't make it up.

It looks like lots was going on at the Arnell group at this time. In this article it even quotes Arnell as saying this work for Pepsi in OP as "Bullshit"

https://www.cbsnews.com/news/why-the-firing-of-weird-design-...

You can't make this stuff up

Quote from the article about the "Breathtaking Design Strategy" document:

> February 2009: Arnell sold Pepsi a pretentious, mostly made-up brand ideology document linking Pepsi to the Mona Lisa, De[s]cartes and Hinduism, as part of a successful logo redesign. Price: $1 million, reportedly.

Well if I pay someone 1 million $ to redesign a logo... It better comes with some life changing philosophy

Well the end of it mentions the “gravitational pull of Pepsi” .it has some life changing physics at least

The amount of media coverage they've had since (we're still posting about it 14 years later...) makes that $1m a bit of a bargain.

Quite possibly that is coke.

They're required to call it "nose candy" when they work on the PepsiCo account. /s

Oranges. Lots of oranges.

https://www.fastcompany.com/1661802/the-secret-to-peter-arne...

Looks like you'll be having a Pepsi.

I've been calling it Pepsi Logo Kool-Aid.