In line with its “one brand” strategy launched in 2016, Coca-Cola’s new packaging design promises to carry all the brand’s variants along with celebrating its iconic logo.
Coca-Cola, one of the world’s most ubiquitous brands, recently unveiled a new minimalistic design system across its Coca-Cola, Coca-Cola Zero Sugar and Diet Coke brands. In line with its “one brand” strategy launched in 2016, Coca-Cola’s new packaging design promises to carry all the brand’s variants along with celebrating its iconic logo.
According to Design Week, Coca-Cola collaborated with Kenyon Weston to design the new look which perfectly fits with the company’s “one brand” strategy.
In an attempt to make the design clutter free, Coca-Cola has removed the iconic red disc. The redesign features a slightly raised logo which portrays the brand’s “uplifting.”
“The intent is to provide a simple and intuitive navigation system that carries across all Coca-Cola variants, while simultaneously celebrating the Coca-Cola logo,” the company said.
The company further added that the empty space now visible on the cans portray a “visual metaphor.”
To mark the three different brands, Coca-Cola has combined its iconic red color with various other color schemes. The Coca –Cola Original will now feature the “red” matched with white Spencerian Script. Zero Sugar will now be found in red and black cans or bottles. Diet Coke will join the trademark family with its iconic silver background and the red logo.
According to the team involved with the redesigning, the process began in February with the starting point being the “universally recognized” Coca-Cola red. The bright hue represents “authentic, delicious and refreshing,” the team added.
The redesign will be led by Coca-Cola Zero Sugar which has created a new recipe which is closer to the Coca-Cola Original flavor. All the variants will be converted by 2022, the company expects.
The Verdict – Clean and minimal, Coca-Cola’s new look has aligned itself with the “one brand” strategy successfully. Though the new design is not as adventurous as Burger King’s or that of Kit-Kat’s, it certainly has the firepower to go a long way.
Following a global backlash in 2020 after it was ranked the world’s number one plastic polluter, Coca-Cola announced it’s first-ever paper bottle in February. The drinks giant aims at not producing any plastic waste by 2030.
The paper bottle has drawn mixed reactions with sections within the design industry criticizing the innovation. Jo Barnard, founder and creative director of Morrama Product Design Studio questioned the use of the plastic screw top, while Ronald Lewerissa favored the use of glass bottles.