Pepsi Black x DIGITAL SHFW 2023 | 2022

Designer: PepsiCo Design & Innovation, PepsiCo, New York, New York, USA
Manufacturer: PepsiCo, New York, New York, USA

For eight years now, Pepsi has been a proud strategic partner at Shanghai Fashion Week (SHFW), and the Design Team has played a crucial role in celebrating the latest innovations in fashion. Inspired by the SHFW Spring/Summer 2023 theme of ‘Originate New Nature’, Pepsi Black launched fashion-forward limited-edition packaging and an engaging, on-site virtual experience video.

This year, the Design Team wanted to visually capture the valuable role technology plays in our lives. Technology transforms the way we communicate and has the ability to enhance the natural reality we live in. In these designs, they explored the specific impact of technology on the world of fashion, retail, and innovation, and embraced the unlimited possibilities for the future.

With the limited-edition packaging visuals reflecting the theme ‘Originate New Nature,’ the design team wanted consumers to feel a sense of extension of time and space. They paired the logo with experimental illustrations and a natural color palette of pink and green against the Pepsi Black background for a bold, multi-layered look. A colorful ring surrounds the signature Pepsi logo, with the graphic stretched in a single, futuristic direction. On the pack, deconstructed color blocks were paired together to represent the beauty of breaking boundaries and the reorganization of information. They also stretched the overlapping green and pink graphics to create a feeling of a digital glitch, and the merging of virtual and reality.

Bringing these designs to life, the virtual experience video featured abstract illustrations based on the packaging design as a visual interpretation of “new natural forces” through the overlapping green and pink graphics that appear stretched.

Through the execution of thoughtful and immersive design, Pepsi Black x Digital SHFW 2023 invited and encouraged consumers to embrace the merging of the natural and technological and invited them into a world that is ‘Originating New Nature.’