Coca-Cola Red
Bold Simplicity

Historically Coke communication has included iconic brand assets, such as the Coca-Cola Spenserian Script, iconic Contour Bottle and Dynamic Ribbon. We were asked to build on this iconic heritage and create a new, revitalized Visual Identity System (VIS) that communicated Coke’s brand strategy and core principles across their global strategic framework. The primary objectives were to create a stronger link between Intrinsic (product focused) and Extrinsic (The Coke Side of Life Campaign) communications as well as enhancing global brand consistency and local flexibility.

We developed some key design principles that would act as a measuring tool for the effectiveness of the design framework. From this point we evaluated each design element and devised a simple structure that would enable all global markets to create communication materials – from point of sale materials that can change on a weekly basis to product signage that might be around for a number of years. The outcome in the market today is a return to a simple, iconic Coke utilizing key brand assets in their purest original form.