From the curves of the bottle to its distinct red colour,
In the single biggest change to the family of products in its 130-year history,
What does this mean? Put simply, you’ll be seeing a clean new design that makes use of Coke’s famous ‘red disc’.
“This idea was really about creating a single identity that allows us to unify our existing portfolio and gives us a foundation to add innovation, new products within the Coke umbrella in the future,” said
Second only to Mexico, Australian consumers will be among the first to experience the new designs.
One Brand: One Visual Identity
“Strategically it was about creating a unified portfolio where we reclaim some of the equity back from the original
But it was also a decision of “less is more” for James and his team. “With the scale of the organisation we have all kinds of amazing assets and colours at our disposal,” James said.
“So let’s be deliberate in some of those assets that we use.
“We’re building the equity around our original colour red and we’re using the red disc as a kind of a graphic device to really represent all
Learning From The Past
James turned to the past for inspiration when faced with the huge task of refreshing
“I spend a lot of my spare time in the archives looking for success stories and failures because we can learn from that and we can be inspired by that,” James said.
“What we don’t do is just regurgitate the archives, we don’t want to make old work again.
“We seek inspiration from our past and see whether we can use that to create a new language that’s relevant to consumers today,” he explained.
The Red Disc
The red disc has played a huge role in
For James the new packaging designs signal a shift in the visual language, making the classic red disc more prominent than other elements associated with the brand.
“By applying the disc we’re using a signature asset in a contemporary and surprising way to share the equity of
“Consumers will see the
“Using this same device on packaging completes the picture. The result is a consistent brand signature that refreshes our familiar red disc icon, yet applies it in a systematic and modern way,” he said.
The Journey Has Just Begun
When looking to the challenges that
“We’re trying to project ourselves into the future and almost design backwards,” James said.
“Whilst people may look at our packaging today or tomorrow as we evolve they’ll have a subjective opinion about that.
“But this packaging is on a journey. So the project hasn’t finished by launching it, it’s actually just started.”