The Coca-Cola IdentityListThumbs

The Coca-Cola Identity

June 18, 2008

The Coca-Cola new identity was the perfect win for the english agency Turner Duckworth, which has won the Design Grand Prix at Cannes Lions 2008. It's absolutily stunning.

Moira Cullen, The Coca-Company Design Director went down the right path during the redesign of Coke's identity. "It's happiness inside. Happiness in a bottle." It's worth checking this video, where she explains how making the identity simpler made it live again that Coke feeling of joy. :)

About the author

Hello, everyone! I'm Paulo Gabriel, a 25 years old designer from Porto Alegre, Brazil. I work as a webdesigner since 2006, but websites and blogs have been a hobbie for me since 1999. Here in Abduzeedo, I try to bring only the hot stuff for you... and hope that all of you enjoy my posts! For more cool stuff, you may also follow me on Twitter.

Sponsored Links:

More content from:

Help us to share this!

15 Comments

BogDinamita06/18/2008

nice to hear a pro talking on the video. unfortunately i'm a pepsi addict :P

http://www.flickr.com/photos/bogdinamita/

NamePro06/18/2008

I quit drinking pop all together... Sugar is very bad for ya ;)

Derek06/18/2008

I too gave up pop, actually I can't quite say that. I will have it during the summer while socializing at a BBQ. Same goes for chips, and any other junk food. ^ ^

MattT06/18/2008

So, wait. A designer is hired to refresh a packaging design, so they just reach back to the 60s and grab that design, tweak it a bit, and win an award?

I'm totally in the wrong career.

Zach LeBar06/18/2008

MattT - if that's all you think went into that, then this is the wrong career for you. while we all see the final results(which, btw, are fantastic) we dont see the countless different concepts, proposals, and tweaks that were made to it to get it to be the best it could be, to get it to convey the emotion it needed to, and to elicit the desired reaction in a person, automatically, and naturally.

that was a great piece of video. thanks for posting it. where did u find that?

-zach

Franko06/18/2008

Everything is great except "zero" lettering... doesn't matter how I look it's just not right for me.

James Kurtz III06/18/2008

As a designer I LOVE Coca-Cola's new look. It must've taken hours upon hours for the design team to convince the marketing team that less is more.

As a consumer I wish they would stop using high-fructose-corn-syrup!

Matt06/18/2008

This is a fantastic way to re brand coke. To me it appears to have gone from a corporate giant shoving advertisements in our face to a laid back 'bottle of fun'. The aluminum bottle is especially nice and simple. Good work to the designers!

Jayden06/19/2008

Great design. $#!@ product.

//Jay06/24/2008

Love the new look,

so so refreshing,

great work

Zox02/19/2009

The stuff with the movies was already make by the Heineken.

positiveholes02/26/2009

is it me or does it feel this retro design is similar in style to cokes method of selling years ago were they released a new recipe of coke because pepsi was doin better and no one really prefered the new taste then coke went back to the old one and remarketed the old one as a''new'' taste an ended up being very succesful... it just feel coke for the time being had exhausted its current design idea generation and had lost site of ''coca cola'' so now thanks to this plain look once the new look eventually comes it will be like woa hey look thats new and diffrent an eye catching...very clever really

Suresh02/26/2009

Already there are critics about pesticides on it. The black color grabs more heat and paves way to more pesticide action. The travelers prefer light color cans than black (as u know it reflects heat). This packaging gradually decrease sales i suppose...

Karine01/25/2010

Hi guys. Depend not on fortune, but on conduct. Help me! Could you help me find sites on the: Cf johns hospital. I found only this - seattle hospital. Creedmoor was no problem, hospital. Hospital, i wiggle that insurance for me is a northern to often. Thanks :mad:. Karine from Haiti.

Post new comment

The content of this field is kept private and will not be shown publicly.

Icon Ads Wall

  • Openjobs - Oportunidades de Emprego para Profissionais de Talento
  • Zee - Irrezeestível Design Digital
  • Tradd.us - Contextual Translator
  • DesignFlavr, Inspirational Art and Design served daily
  • Signalnoise.com | The art of James White
  • Alberto Seveso - Illustrator
  • Description: Award Winning Portfolio and blog of Web Developer Anthony Woods

Do you want to advertise here?