America wouldn’t be America without the arms race between Coke and Pepsi, fought with advertising dollars and shelf-space domination. In this store they faced off on either side of the same aisle, so consumer choice wasn’t so much between the brands as between variants within your chosen brand. Apart from the classic and diet options, you can also choose between zero or one calorie, no caffeine, non-cola flavours and a retro recipe with real sugar. Whatever next? That’ll be Pepsi Next, a mid-calorie proposition that also comes in flavoured variants like paradise mango. Amongst all this choice, the interesting design insight is that the power of the wordless icon makes it all so navigable, if a little emotionless.