April 21, 2016

CocaCola: One Brand One Look

In a move that will extend the Company’s “One Brand” global marketing strategy to packaging, Coca-Cola has is launching a new look featuring Coca-Cola Red as a unifying color across the Trademark. The Red Disc, the signature element of the new “Taste the Feeling” global creative campaign will now appear prominently on packaging.

To clearly identify each product, the signature color is featured throughout the packs – black for Zero, silver for Light/Diet and green for Life. The new graphics will also include the unique product name and benefits on front of pack to help consumers make an informed choice:

Coca-Cola Original Taste (or Classic in select markets)
Coca-Cola Light/Diet: Crisp Taste, No Calories
Coca-Cola Zero: Zero Sugar
Coca-Cola Life: Less Sugar, With Stevia Leaf Extract

“The unification of the brands through design, marks the first time in our 130-year history that the iconic Coca-Cola visual identity has been shared across products in such a prominent way,” said James Sommerville, Vice President Global Design, The Coca-Cola Company. “When applied across packaging, retail, equipment and experiential, this new approach becomes a global design language that utilizes a historical brand icon to present the range of Coca-Cola products available today in a contemporary and simple way.”