Pepsi X SHFW: A Fusion of Beverage and Fashion

PepsiCo Design and Innovation's Award-Winning Design for Shanghai Fashion Week

The inspiration behind this design is the mantra of the Spring/Summer 2020 Shanghai Fashion Week: Exploration of infinite possibilities through different perspectives. Pepsi Black's brand spirit, Dare to Black, perfectly encapsulates this theme. It encourages consumers to unleash their inner passions and create their own multi-dimensional interpretations of fashion.

The design team created a visual identity system that celebrates the power of diversity. Drawing from multiple sources and sensations, the designs become a metaphor for the daring visions of today's fashion designers. This is achieved by combining unique shapes inspired by organic and glass elements in a dimensional space.

PepsiCo Design and Innovation has been a key partner at Shanghai Fashion Week for more than five years. To celebrate the latest designers' creations for Spring/Summer 2020, the design team created this year's SHFW visual identity system as well as the limited edition can. This can, available only in China, embodies the season's key theme of Sensation and Source.

The unique properties of this design lie in its reflection of the season's theme and the celebration of diversity. It stands out from other designs due to its unique combination of organic and glass elements, creating a metaphor for the daring visions of today's fashion designers.

This design won the Silver A' Packaging Design Award in 2021. The award is given to top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.