New can design 2003
Brand Essence: Party in a can
The new can developed in 2003 was designed to attract a hip, cool audience without alienating its current consumer base. Carbonation was reinterpreted as confetti and the classic ribbon was given texture for a bit of an edge.
Strategy
Logo refresh
Packaging graphics
Graphic support palette
World Cup
Brand Essence: Fan Refreshment
We developed a palette of graphics which conveyed the relationship between Coca-Cola and the fans while simultaneously capturing the shared spirit of the brand and the event.
Graphic elements
Guidelines