Coca-Cola Sports New ‘One Brand’ Look and Feel

 

Using a single visual identity featuring its signature red as a unifying colour, the Red Disc will now appear across all Coca-Cola products.

Extending the company’s ‘One Brand’ global marketing strategy to packaging, Coca-Cola has launched new graphics which use a single visual identity system featuring its signature red as a unifying colour across the trademark. The Red Disc will now appear prominently across its products’ exterior.

Released in January, the above is the stand-out element behind the Taste the Feeling global creative campaign. Further underscoring the marque’s commitment to variety, the refreshed look is designed to help consumers choose the Coca-Cola which best suits their taste, lifestyle, and diet.

To clearly identify each product, the marked crimson hint is extended throughout the packs; black for Zero, silver for Light, and green for Life. The notable tweak will also include the product name and its benefits on the front so buyers can make informed decisions over purchases.

Coca-Cola 'One Brand packaging: 8oz glass bottle line-up.
                                              Coca-Cola ‘One Brand packaging: 8oz glass bottle line-up.

The new packaging was revealed this week to celebrate the debut of the ‘One Brand’ approach in Mexico. The updated versions will be available in stores in May. Similar versions of the Red Disc graphics are slated to enter additional markets worldwide throughout 2016 and into 2017.

“When applied across packaging, retail, equipment and experiential, this new approach becomes a global design language that utilises a historical brand icon to present the range of Coca-Cola products available today in a contemporary and simple way,” said James Sommerville, VP Global Design at The Coca-Cola Company.

Taste the Feeling is presently live in 195 markets and includes 12 television commercials, three of which debuted for the first time in Mexico namely Professor, Empty Bottles, and Antarctic Summer. The spots join more than 100 campaign images, a visual identity system, music anthem, and audio signature.