Coca-Cola has unveiled a new, simplified design system across its Coca-Cola, Coca-Cola Zero Sugar and Diet Coke brands.
The change is the first global redesign of packaging since 2015, when the company first instituted its “One Brand” strategy, which featured work by Turner Duckworth, Epoch Design and Bulletproof.
The new look removes “added elements” from cans and is an evolution of the One Brand strategy, the company says. The process began in February when the company launched the new pared-back packaging for Coca-Cola Zero Sugar. The other drinks in its Coca-Cola trademark range will now similarly adopt the simplified approach.
Driven by the “universally-recognised” red
Coca-Cola’s in-house global design team, which is based in Atlanta, US, has collaborated with Kenyon Weston on the new look.
According to the team, the starting point of the design work was the “universally-recognised” Coca-Cola red. The bright hue signals “authentic, delicious and refreshing”, it continues.
The brand’s signature colour pairings – white type on red for Coca-Cola, black on red for Coca-Cola Zero Sugar and red on silver for Diet Coke – are the basis for the new design.
“Celebrating the Coca-Cola logo”
“Added elements” comprising the red disc and wave line, which previously featured on cans, have been axed.
“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 says.
The empty space now found on the cans is part of a “visual metaphor”, the company adds. Placing the Coca-Cola wordmark at the top of the can is an indication of the drinks’ “uplifting” potential, it continues.
The rest of the “trademark design evolution” will now follow in the wake of Coca-Cola Zero Sugar. The company expects all variants to be converted by 2022.
Paper bottle questioned by designers
In February Coca Cola announced its first-ever paper bottle. The innovation, which had been designed in collaboration with Danish company Paboco drew a mixed reaction.
Commenting in Design Week, founder and creative director of Morrama product design studio Jo Barnard questioned the use of a plastic screw top, while Generous Minds designer and Packadore Collective partner Ronald Lewerissa asked if there were better ways to kickstart a circular economy through the use of glass bottles or post-mix solutions.