Pepsi celebrates brand renewal – Retail World Magazine

Pepsi has marked its ‘new era’ with a partnership with rising fashion designer Jackson Cowden, celebrating not only Pepsi’s new identity but also its “reinvention of classic fashion items and conventions”.

In collaboration with the 22-year-old rising digital fashion artist, the launch of the Pepsi Pulse Collection showcases Pepsi’s new visual identity while “challenging the status quo of traditional design.”

The bespoke 10-piece strong collection is designed “distinctly AI first”, drawing inspiration from Pepsi’s new visual identity and celebrating the brand’s “deep blue colourways, pulsating visuals and modern logo silhouettes”. It renews old familiar basics such as the little black dress and the classic white shirt.

Using traditional design methods, such as sketching, pattern making and multiple rounds of proofing, it would normally take Mr Cowden up to nine months to complete a collection. Because the young designer instead took an alternative approach in AI fashion technology, designing first in the digital world, he was able to complete the final designs in 40 days, minimizing waste, saving time and pushing the limits of fashion traditions shifted.

“It was great to work with Pepsi, who share the same values ​​of challenging the status quo, pushing the unconventional and looking for new and bold ways of doing things,” said Mr Cowden.

“The Pepsi Pulse Collection does exactly that and more, by transcending traditional boundaries and challenging conventional norms.”

Pepsi’s Pulse Collection was launched at a large-scale catwalk show, highlighted by an exclusive performance by homegrown artist G Flip against Sydney Harbour.

Pepsi’s new look

Pepsi’s new brand identity is said to draw value from Pepsi’s past, while incorporating modern elements to create a look that is “unapologetically current and unmistakably Pepsi.”

The new logo was first unveiled in the US and is now launching in more than 120 countries around the world, across various consumer touchpoints – digital, experiential and retail.