Pepsi will be introducing a new bottle design for the first time in 16 years. The new bottle, which will debut next month, will feature a swirled grip on the bottom and a much shorter bottleneck. It will also feature a smaller bottle wrapper, showing off more of the drink’s content and placing more emphasis on the brand’s existing logo. Pepsi’s Vice President of Marketing Angelique Krembs claims the swirl on the new bottle design “is an element that goes back to some of the early glass packages”.

“We didn’t want to create a shape that came out of nowhere,” Krembs said. “It’s not uniform, it’s a little asymmetrical, there’s a little edginess and playfulness, which is consistent with Pepsi’s equities and youthful spirit.” While its rival Coca-Cola has always been known for its iconic contour bottle shape, Pepsi hopes that with this new design, it will help boost the brand and become “a standard” that can be built on in the future. This new bottle design will affect the brand’s 16 oz. and 20 oz. plastic bottles—as well as a 12 oz. glass bottle, which will only be available from selected retailers. (via DesignTaxi)

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