The Pepsi Rush 2 Recycle brand design photo of event space design.

PEPSI Rush 2 Recycle

PepsiCo came to Capsule with a task to design a powerful identity to represent an even more powerful movement. Working with the NFL, Aramark and U.S. Bank Stadium, Rush 2 Recycle had an ambitious, yet feasible goal: to make Super Bowl LII zero waste, the first time in Super Bowl history. The initiative was premiered at Super Bowl LII and its corresponding events but will continue to live on in other venues, stadiums, and events.

The Pepsi Rush 2 Recycle brand logo design for Super Bowl 52 over a white background.
The Pepsi Rush 2 Recycle brand logo design on recycle and compost bins for Super Bowl 52.

With sharp angles, strong text and purposeful arrows, the Rush 2 Recycle mark is inspired by speed and agility, movement that can be seen on and off of the field. Living across multiple platforms and avenues, the mark needed to be simple, bold and a concept that could be quickly and easily understood. A vibrant and bright green is used to bring new light into our everyday perception of recycling. Appealing to the athletic atmosphere.

The Pepsi Rush 2 Recycle brand logo design for Super Bowl 52 on volunteer gift items.
The Pepsi Rush 2 Recycle brand logo design tshirts and clothing designs for Super Bowl 52 volunteers.
The Pepsi Rush 2 Recycle brand design experience photo at Super Bowl 52.
The Pepsi Rush 2 Recycle brand logo design volunteer smiling with shirt at Super Bowl 52 experience.
The Pepsi Rush 2 Recycle brand logo design on Super Bowl 52 experience.
The Pepsi Rush 2 Recycle brand logo design for Super Bowl 52 experience in Minneapolis.
The Pepsi Rush 2 Recycle brand design experience photo at Super Bowl 52.

Rush 2 Recycle came to life at the NFL Experience the week of the Super Bowl at the Minneapolis Convention Center. Challenging its viewers to literally, Rush 2 Recycle with player vs. player short sprints.

The Pepsi Rush 2 Recycle brand logo design for Super Bowl 52 experience in Minneapolis.
The Pepsi Rush 2 Recycle brand logo design on football for Super Bowl 52 experience in Minneapolis.
The Pepsi Rush 2 Recycle brand logo design on four people who volunteered at Super Bowl 52.
The Pepsi Rush 2 Recycle brand design banner of results from experience in Minneapolis.

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