Pepsi Black x Digital Shanghai FW 饮料包装 by PepsiCo Design and Innovation

Pepsi Black x Digital Shanghai FW 饮料包装 by PepsiCo Design and Innovation is a highly esteemed winner of the very prestigious 2023 A' Design Award 铁奖 in 限量版与定制设计 Competition Category.

铁限量版· 2023

Pepsi Black x Digital Shanghai FW 饮料包装

by PepsiCo Design and Innovation

A' Design Award 铁奖 Winner in 限量版 Category

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Verified Award Winner

Verify Award Status for #149741

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Colors

The Design

About Pepsi Black x Digital Shanghai FW 饮料包装

百事黑罐 x 数字上海时装周是为上海时装周打造的限量版饮料包装。该包装呼应了活动主题"原生新自然"。彩色光环环绕百事标志,图形沿单一方向拉伸,寓意时间与空间的延展。粉色与绿色的解构色块置于黑色背景之上,呈现出大胆而富有层次的视觉效果。重叠的拉伸图形营造出数字故障效果,表达虚拟与现实的交融。

The Recognition

About the A' Design Award 铁奖

Pepsi Black x Digital Shanghai FW 饮料包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Pepsi Black x Digital Shanghai FW 饮料包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Pepsi Black x Digital Shanghai FW 饮料包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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, we explored the specific impact of technology on the world of fashion, retail, and innovation, and embraced the unlimited possibilities for the future.
Design Challenge: With the limited-edition packaging visuals reflecting the theme ‘Originate New Nature,’ we wanted consumers to feel a sense of extension of time and space. We 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 pack, deconstructed color blocks were paired together to represent the beauty of breaking boundaries and the reorganization of information. We also stretched the overlapping green and pink graphics to create a feeling of a digital glitch, and the merging of virtual and reality.
Inspiration: 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.

Read the Press Release