The Coca-Cola Identity
The Coca-Cola new identity was the perfect win for the english agency Turner Duckworth, which has won the Design Grand Prix at Cannes Lions 2008. It's absolutily stunning.
Moira Cullen, The Coca-Company Design Director went down the right path during the redesign of Coke's identity. "It's happiness inside. Happiness in a bottle." It's worth checking this video, where she explains how making the identity simpler made it live again that Coke feeling of joy. :)
About author
Hello, everyone! I'm Paulo, a 24 years old designer from Porto Alegre, Brazil. I work as a webdesigner since 2006, but websites and blogs have been a hobbie for me since 1999. At Abduzeedo, I try to bring only the hot stuff for you guys... and hope that all of you enjoy my posts! Cheers!
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Love the new look,
so so refreshing,
great work
Great design. $#!@ product.
This is a fantastic way to re brand coke. To me it appears to have gone from a corporate giant shoving advertisements in our face to a laid back 'bottle of fun'. The aluminum bottle is especially nice and simple. Good work to the designers!
As a designer I LOVE Coca-Cola's new look. It must've taken hours upon hours for the design team to convince the marketing team that less is more.
As a consumer I wish they would stop using high-fructose-corn-syrup!
Everything is great except "zero" lettering... doesn't matter how I look it's just not right for me.
MattT - if that's all you think went into that, then this is the wrong career for you. while we all see the final results(which, btw, are fantastic) we dont see the countless different concepts, proposals, and tweaks that were made to it to get it to be the best it could be, to get it to convey the emotion it needed to, and to elicit the desired reaction in a person, automatically, and naturally.
that was a great piece of video. thanks for posting it. where did u find that?
-zach
So, wait. A designer is hired to refresh a packaging design, so they just reach back to the 60s and grab that design, tweak it a bit, and win an award?
I'm totally in the wrong career.
I too gave up pop, actually I can't quite say that. I will have it during the summer while socializing at a BBQ. Same goes for chips, and any other junk food. ^ ^
I quit drinking pop all together... Sugar is very bad for ya ;)
nice to hear a pro talking on the video. unfortunately i'm a pepsi addict :P
http://www.flickr.com/photos/bogdinamita/
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