Arnell allegedly presented this package to PepsiCo back in 2008 to pitch their branding trajectory for Pepsi Cola. It’s full of ridiculous infographics and designer hyperbole. One can’t help but think that someone somewhere took it seriously. Most of it makes no sense and doesn’t even look like its trying to. It’s happy to be so convoluted and absurd. A familar sight to anybody who has been to design school. Sure its fake but, then again, how much of the stuff we present in the design field is real?