<![CDATA[This study originated from research on the use of semiotics to compare two well-known brands, which demonstrated that consumer decisions are not solely based on the visible product but also on the meanings constructed through the visual symbols associated with each brand. The analysis of visual elements is particularly intriguing because both brands operate internationally with visual communication strategies that share similarities as well as distinct differences. The focus of this study is on the visual aspect and how it functions as a symbol in the minds of consumers. The objective of this research is to analyze the variations in visual elements on Pepsi and Coca-Cola packaging, as well as to interpret how these two brands shape their image and establish an emotional bond with consumers through visual signs based on Charles Sanders Peirce’s theory of semiotics. By examining the visual differences between the two products, it is possible to explain how visual elements play a role in shaping meaning in the minds of the target market. Pepsi and Coca-Cola were chosen as the subjects of this study because both brands are global leaders in the soft drink industry with significant influence. This study is designed as a qualitative descriptive study using Charles Sanders Peirce’s semiotic analysis approach. Data was collected through documentary methods, including photographs of product packaging available on the market and the official websites of both brands, supplemented by relevant journal literature and academic sources. The data analysis procedure was conducted in stages, including the identification of visual elements, the classification of sign types based on Peirce’s triadic model (Qualisign, Sinsign, Legisign), and the interpretation of meaning within the surrounding social and cultural context. The research findings indicate that Pepsi tends to project a modern, energetic image targeting the younger generation through the use of blue and simple designs. Conversely, Coca-Cola maintains its traditional, emotional, and historically rich identity through the dominance of red and its distinctive, consistent typography. Both brands demonstrate that visual choices are not merely intended to differentiate but also serve as carriers of meaning capable of creating an emotional connection with consumers. Specifically, this study offers practical benefits to professionals in the design and marketing sectors in developing more relevant visual branding strategies. Academically, this research broadens perspectives within the field of semiotics, particularly the application of Peirce’s theory to the analysis of visual signs in brand communication.]]>
