It looks like lots was going on at the Arnell group at this time. In this article it even quotes Arnell as saying this work for Pepsi in OP as "Bullshit"
Quote from the article about the "Breathtaking Design Strategy" document:
> February 2009: Arnell sold Pepsi a pretentious, mostly made-up brand ideology document linking Pepsi to the Mona Lisa, De[s]cartes and Hinduism, as part of a successful logo redesign. Price: $1 million, reportedly.
It looks like lots was going on at the Arnell group at this time. In this article it even quotes Arnell as saying this work for Pepsi in OP as "Bullshit"
https://www.cbsnews.com/news/why-the-firing-of-weird-design-...
You can't make this stuff up