Pepsi is changing the look and shape of its bottles for the first time since 1997, adding a swirled grip, shrinking the label and enlarging the logo. The rollout, which covers the Pepsi, Pepsi Max, Diet Pepsi and Pepsi Next brands, will start next month. "The longer-term view is this new design system would eventually hit all touch points beyond packaging," said Angelique Krembs, vice president of marketing for the Pepsi trademark.