Since 2015, Pepsi and Shanghai Fashion Week have shared a visionary partnership. What started as a single can design has evolved into an innovative visual identity collaboration that has included shows with rising fashion stars, limited-edition merchandise, and boundary-breaking event spaces and retail environments.
THE IDEA
A creative incubator with vision.
For its inaugural year, our China Design Team created a bespoke, limited-edition can celebrating the season’s central themes—an exclusive offering you had to be there to receive. The impact was instant, and a new way of collaborating was born.
Through our regular presence at Shanghai Fashion Week, we have been devoted to building stronger connections with the iconic Chinese youth culture—at the pulse of a new generation of creators and iconoclasts. Each year, we have produced avant-garde identities, events, and merchandise that evoked the vibe and energy of the Shanghai fashion set with conceptual, locally-relevant designs.
Spring + Summer
Our co-creation of the Shanghai Fashion Week Visual Identity System was grounded in bold, evocative imagery that embodied the season’s theme: “Exploration of infinite possibilities through different perspectives.” Depending on your perspective, the designs could look like a digital glitch, or like glass with organic elements reflecting and refracting in a dimensional space.
Autumn + Winter
A true modern milestone: Shanghai’s first digital-only fashion week. We featured designs that fused visual elements from old and new cultures, uniting traditional Chinese ink paintings with modern, abstract swaths of colors.
SPRING + SUMMER
This season’s manifesto was centered around individuality, and the notion that creativity is a powerful force for inner change. A stunning graphic visual design featured bright blocks of color colliding with a pitch-black backdrop, layered with words like “action,” “personality,” and “expression” written in Chinese and English—a celebration of self, and artistic, expression.
Autumn + Winter
Keeping in mind a new reality—that consumers wanted a break from social media’s relentless, filtered perfection—we re-imagined ancient hieroglyphics (our interpretation of the social media of the ancient world) through a modern lens, as brave and experimental communicative art. Messy sewing thread details nodded to the fashion industry, demonstrating that beauty isn’t bound to perfection.
Spring + Summer
Our visual identity channeled the “Live Without Compromise” attitude of new Pepsi Zero Sugar, with a re-envisioned logo in cool greyscale, liberated from its traditional color scheme. Inspired by Shanghai Fashion Week’s seasonal theme, “freedom from boundaries,” the design featured a minimal yet sophisticated black marble design that challenged traditional concepts of materials, forms and products.
Autumn + Winter
A continued evolution of the Pepsi “Live Without Compromise” attitude, this season’s visual identity was inspired by the theme of “Integration and Origin.” A minimal and sophisticated design, it blended traditional Chinese decorative elements, colors, and patterns with vibrant, hand-crafted illustrations that challenged traditional visual concepts of modernism.
SPRING + SUMMER
This bright, pop-hued visual identity evoked a fresh summer retreat, with tropical palm leaves fanned out against a modern, dusty-pink backdrop. The leaves parted to reveal the Pepsi logo—symbolically placing Pepsi at the intersection of fashion, lifestyle, and everyday leisure.
Autumn + Winter
A daring, minimalist design reflected the brand’s fusion of science, technology and fashion while nodding to the brilliant innovation of zero-sugar Pepsi Max. Layered with graphic elements, including kinetic waves and spliced typography, the limited-edition can mirrored the disruptive synergy of—and flow of inspiration between—Pepsi and the fashion world.
SPRING + SUMMER
An homage to decorative art and fashion, we reimagined a traditional lace pattern rendered in future-forward Pepsi Blue. Elegant, elevated and aspirational, it celebrated the unparalleled designers, artists and craftspeople who unveiled their work to the world at Shanghai Fashion Week.
Autumn + Winter
Striking designs inspired by the fearless Memphis Group of the 1980’s played with juxtaposition to celebrate our unlikely partnership with Shanghai Fashion Week. Traditional fashion patterns like houndstooth and stripes contrasted with electric colors and geometric shapes.
Awards + Press 28
2020
2020 SPRING + SUMMER
2019
2019 AUTUMN + WINTER
2018 SPRING + SUMMER
2017 AUTUMN + WINTER
2016 SPRING + SUMMER
2016 AUTUMN + WINTER
