Box Vox

packaging as content

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August 2, 2011

Pep Brands Packaging

PepBrands

“Pep” is a word not heard much lately. Once it was the root word for any number of soda brands (Pepsi, Dr. Pepper, Pep Up, etc.). “Pep” has mostly fallen out of fashion. People today would more likely want energy (or buzz) rather than to be full of pep.

“Pep” sounds as corny and dated today as it did in 1973 when Felix Unger wrote his Happy & Peppy song. And yet it also has its dark side, as in “pep pills”—(1950’s Methamphetamine).

The blue box above gives “Pep” a more contemporary spin, indicating that it stands for “provides energy and performance.” The package does refrain from calling its product Pep pills—these are Pep tablets, caffeine tablets to be precise.

Among the other Pep brands featured here, we have Kellogg’s Pep—tying into the early cereal-as-health-food origins of Kellogg’s and other companies. Pep as in vim and vigor. Sodas, as we mentioned above, have long been peppy. The vintage bottle with the orange Pep logo is from Mexico. The beverage above that is contemporary: Pep Sea Buckthorn and Berry Juice Drink.

The Pep brand at the bottom is vintage fruit crate in which the logo is shown emerging from an illustrative burst as if it was so full of pep it could not be contained by its red background any longer.

Randy Ludacer
Beach Packaging Design

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