Coca-Cola Redesigns for Global Consistency
The Coca-Cola Company has unveiled a new global visual identity system to maintain brand consistency across over 200 markets worldwide. This redesign builds on the iconic red and white assets of the brand, introducing three new visual cues: larger 'Zero Sugar' text, a prominent black Dynamic Ribbon on cans, and a black bottle cap on PET packaging.
Rapha Abreu, global vice president of design at The Coca-Cola Company, explained that the strategy behind the redesign is to 'make Coca-Cola more Coca-Cola.' Rather than reinventing the brand, they are doubling down on its distinctive assets, such as the Spencerian Script and the Dynamic Ribbon.
The inspiration for the new visual identity came from almost 140 years of Coca-Cola design history. Abreu stated that they went back to the archives and found that the brand was at its best when it was simple, confident, and expressive. The new system amplifies these assets while feeling both timeless and timely.
The redesign is not just a packaging refresh but a complete design system that works across packaging, retail, digital, equipment, experiences, and communications. To help scale it globally, the company has created a new immersive Brand Center and Design Intelligence tools that give teams and agency partners guidance and tools to create with greater consistency, speed, and craft.