Vietnam International Fashion Week is the country’s premier fashion event. It’s one of Asia’s most stylish destinations, where A-listers, diplomats, dignitaries, influencers, and taste-makers converge to enjoy a series of dazzling shows featuring garments made from some of the world’s most luxurious materials. This year, the runway was full of garments fashioned a bit differently. Instead of intricate laces, luxurious linens, and hand-sewn silks, there were garments constructed from more natural materials, like used coffee grounds, lotus fiber, oyster shells, and even plastic bottles.
To celebrate the 2022 Spring/Summer theme of ReFashion and inspire the fashion industry to embrace more environmentally-friendly materials, Aquafina, the country’s leading packaged water brand, collaborated for the fourth year with Vietnam International Fashion Week on a sophisticated visual identity system. Our Design Team created distinctive graphics inspired by Aquafina and designed to transition seamlessly across a wide variety of touchpoints, from environment design and staging to opening night’s fashion collection, collectible merchandise to memorable pieces of marketing collateral, to a dynamic fashion booth, all while helping to redefine what it means to have a more natural wardrobe.
Based on Aquafina’s Join The Ripple Effect logo, the design featured a simple but chic circle, a symbol of recycling and renewability, and an invitation for the fashion industry and its consumers to take a more sustainable approach. The team chose to use a silver and blue color palette to capture the sophisticated spirit of the event, a pairing that also allowed the design to be impactful wherever it appeared–at the entrance of the stage, in metallics on stage, in a selfie, or animated on a digital billboard. The artwork’s elevated feel was intended to reinforce Aquafina as a sophisticated brand in the minds of trend-conscious Gen Z’ers and Millennials. In addition to the stunning visuals, the catwalk paid homage to Aquafina on opening night with the debut of beloved Vietnamese designer Vo Cong Khanh’s H20 Collection, inspired by Aquafina’s ripple icon. This charming capsule was a unique collection for Aquafina and featured a series of showstopping looks, each made with recycled materials.
This exciting, sustainability-centered event also marked the debut of the Aquafina Reborn Hub, or Trạm Tái Sinh in Vietnamese, an innovative and interactive machine stationed near the red carpet at the Aquafina Stage that allowed attendees to recycle their plastic bottles so they could be transformed into synthetic wool and yarn fabric for future use in clothing design.
Currently rolling out in Hanoi and Ho Chi Minh, a total of 26 Aquafina Reborn Hubs have engaged more than 7,000 participants with 120,000 bottles collected through October 2022.
Category:Graphic DesignYear:2023Designer:PepsiCo Design & Innovation, PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA