Taste of Your Texas

As a challenger brand Pepsi wanted to find an authentic way to tap into Lone Star culture across the great state of Texas. As native Texans my team played off of the unique paradoxes on display in each of our four major cities, proving that Texan’s aren’t the cliches people might make them out to be. This was brought to life in retail and restaurant partners locations through the unofficial uniform of the state — the t-shirt. We created point-of-sale signage, digital elements, a microsite, and a whole slew of icons and illustrations that were used throughout the campaign.