Dr Pepper – Erin Burrell

The objective for the DrPepper.com redesign was to create a visually engaging experience with a distinct personality that supports the brand’s diverse campaigns and initiatives. From Dr. Pepper Rewards to Tuition Giveaways, the UI needed to embody a cohesive brand identity while being flexible enough to accommodate various functionalities and promotional themes.

The typography, color palette, and photography all reflect Dr. Pepper’s bold personality. A dynamic primary typeface paired with a readable secondary font strengthens brand voice and hierarchy. The color palette uses deep reds, warm burgundy, and lively accents, capturing brand energy and consistency across UI elements. Photography focuses on authentic, lifestyle moments, fostering an emotional connection while supporting diverse campaigns. Together, these design choices create a cohesive, engaging visual identity on DrPepper.com.

The objective for the DrPepper.com redesign was to create a visually engaging experience with a distinct personality that supports the brand’s diverse campaigns and initiatives. From Dr. Pepper Rewards to Tuition Giveaways, the UI needed to embody a cohesive brand identity while being flexible enough to accommodate various functionalities and promotional themes.

The typography, color palette, and photography all reflect Dr. Pepper’s bold personality. A dynamic primary typeface paired with a readable secondary font strengthens brand voice and hierarchy. The color palette uses deep reds, warm burgundy, and lively accents, capturing brand energy and consistency across UI elements. Photography focuses on authentic, lifestyle moments, fostering an emotional connection while supporting diverse campaigns. Together, these design choices create a cohesive, engaging visual identity on DrPepper.com.

We introduced a new logo for Pepper Perks, adding a unique identity to the rewards program on DrPepper.com. To minimize friction, sign-up captures only essential information, and social sign-in further simplifies the process. Initial data combined with rewards insights enables user segmentation, allowing tailored experiences. TPG will manage fulfillment data to streamline reward delivery. 

SMS will keep users engaged with real-time updates and offers, while Birthday Rewards or bonus points incentivize profile completion, enhancing insights and loyalty. As DrPepper.com evolves, we’ll refine UX elements, like feedback loops and navigation, for a user-centered, brand-aligned experience.

We introduced a new logo for Pepper Perks, adding a unique identity to the rewards program on DrPepper.com. To minimize friction, sign-up captures only essential information, and social sign-in further simplifies the process. Initial data combined with rewards insights enables user segmentation, allowing tailored experiences. TPG will manage fulfillment data to streamline reward delivery. 

SMS will keep users engaged with real-time updates and offers, while Birthday Rewards or bonus points incentivize profile completion, enhancing insights and loyalty. As DrPepper.com evolves, we’ll refine UX elements, like feedback loops and navigation, for a user-centered, brand-aligned experience.

EVP, Head of Design: Adhemas Batista
Design Director: Jean-Lou Renoux
Associate Design Director: Erin Burrell
Senior Designer: Karloz Giron
SVP, Creative Director, Platforms: Liz Cordingley
UX Designer: Angie Kang

Account Supervisor: Jenny Simler
Assistant Account Executive: Kat Sciortino
SVP, Director of Connections Strategy: Bennie Reed
Associate Strategy Director: Gurbani Chadha
Executive Producer, Digital: Vanessa Scanlan
Digital Producer: Cassie Stethem
SVP, Technology Director: Bilal Elreda