For more than five years, PepsiCo Design and Innovation has been a key partner at Shanghai Fashion Week, by collaborating with emerging designers, creating new retail environments, and delivering memorable brand stories, as well as partnering to co-create the Shanghai Fashion Week Visual Identity System. To celebrate the latest designers’ creations for Spring/Summer 2020, the design team created this year’s SHFW VIS as well as a limited edition can, available in China, that embodies the season’s key theme of ‘Sensation and Source.’
The inspirational mantra for the Spring/Summer 2020 Shanghai Fashion Week is “Exploration of infinite possibilities through different perspectives.” Pepsi Black’s brand spirit of ‘Dare to Black’ embodies a brand spirit that reflects this theme, encouraging consumers to release their inner passions and create their own multi-dimensional interpretations of fashion.
For the Spring/Summer 2020 Shanghai Fashion Week visual identity, the design team created a system that celebrates the power of diversity, drawing from multiple sources and sensations as a means of self-expression and creation. By combining unique shapes inspired by organic and glass elements in a dimensional space, the designs become a metaphor for the daring visions of today’s fashion designers.