The US drinks group Coca-Cola is revamping its global brand identity. In the future, cans, bottles, and advertising will look even more uniform in order to identify products more quickly across markets. The new look, developed by design and branding agency The Superultrarare, will be gradually rolled out in more than 200 markets.
Coca-Cola has decided to unify its visual elements to increase brand recognition. The well-known red and white colour palette, the dynamic wave ribbon, and the Spencerian script will be even more prominently featured on bottles, cans, and in advertising in the future. These elements are intended to connect not only packaging but also promotional materials, vending machines, and digital platforms.
The new brand identity will be rolled out in Latin America, Europe, the Middle East and Asia. Arnab Roy, President of Coca-Cola Global Category, emphasises that with this renewal, the company is fulfilling its responsibility to constantly evolve. „This refresh is designed to appear clearer and more consistent, regardless of where people come into contact with our brand.“
Changes at Coca-Cola Zero Sugar
The design of Coca-Cola Zero Sugar will also be adapted. It will draw more strongly on Coca-Cola's iconic heritage, but with its own visual features. These include a larger „Zero Sugar“ text field, a prominent black wave band on cans, and a black cap on PET bottles.
Technological support for the rollout
To support the global rollout, Coca-Cola has introduced a new immersive Brand Centre and technology-driven Design Intelligence tools. These tools are intended to support both internal design and marketing teams, as well as the network of agency partners in implementing the new visual identity. Rapha Abreu, Global Vice President of Design at Coca-Cola, explains: „With a seamless visual identity, we can deliver a consistent brand experience for consumers.“
SourceThe Coca-Cola Company
