What's Happening?
A new, prominent Pepsi sign has been installed on six silos near downtown Birmingham, significantly altering the city's skyline. This project is a collaboration between two long-standing Birmingham family-owned businesses: Buffalo Rock Company and Southern
Armature Works. The silos, located at 2720 Seventh Ave. N, were originally used for plastic packaging production by Southern Armature Works, which moved to the historic property in 2019. The idea to transform the silos into giant beverage cans with Pepsi branding originated from Charles Rumore, owner of Southern Armature Works. The installation, which involved specialized rappelling equipment to apply vinyl wraps, was completed in the final week of October 2026. Each silo stands 45 feet tall and features Pepsi's signature blue color, white lettering, and iconic globe logo, making it highly visible from the Red Mountain Expressway and I-59/20.
Why It's Important?
This new landmark is important for several reasons. Firstly, it serves as a highly visible testament to the enduring partnership between Buffalo Rock Company and Pepsi, which spans 75 years. Buffalo Rock, founded in Birmingham in 1901, is the nation's largest single family-owned Pepsi and Dr Pepper bottler, manufacturing Pepsi products directly in Birmingham. The sign celebrates this local manufacturing presence and the company's 125-year history in the city. Secondly, the project highlights a creative repurposing of industrial infrastructure, transforming disused silos into a distinctive urban feature. This initiative also showcases the collaborative spirit between local businesses, reinforcing community ties and local economic pride. For residents and commuters, the sign becomes a new, recognizable element of the city's visual identity, potentially fostering a sense of local pride and brand recognition.
What's Next?
The newly installed Pepsi sign is expected to become a permanent fixture of the Birmingham skyline, serving as a continuous visual reminder of Buffalo Rock's long-standing presence and partnership with Pepsi in the region. The companies involved, Buffalo Rock and Southern Armature Works, will likely continue to leverage this landmark for brand visibility and community engagement. The project may also inspire other businesses to explore innovative ways to utilize urban spaces for branding or public art, contributing to the evolving aesthetic of Birmingham. The visibility of the sign to tens of thousands of motorists daily ensures its ongoing impact on local awareness and potentially on the perception of these local businesses.
Beyond the Headlines
Beyond its immediate commercial and aesthetic impact, the Pepsi sign project reflects a broader trend of corporate branding integrating with urban landscapes. This can spark discussions about the balance between commercial advertising and public space, and how such installations contribute to a city's character. The collaboration between two multi-generational family businesses also underscores the importance of local enterprise and heritage in shaping urban development. It highlights how companies with deep roots in a community can contribute to its identity and economy in unique ways, moving beyond traditional advertising to create memorable landmarks. This initiative could also be seen as a form of industrial heritage preservation, giving new life and purpose to structures that might otherwise fall into disuse.
