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COCA-COLA IDENTITY
| See full size 1673x1200 px | |
| Released: | May 2008 |
| Avertiser: | COCA-COLA |
| Agency: | Turner Duckworth |
| Country: | United Kingdom |
| Category: |
Non-alcoholic drinks
|
| Awards: |
Cannes Lion 2008 Design Grand Prix
|
| Tags: |
Упаковка
Cannes 2008
Case study
|
Credits:
Category: Logos & Trademarks - New Or Redesigned
Title: COCA-COLA IDENTITY
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Entrant Company: TURNER DUCKWORTH: LONDON & SAN FRANCISCO
Country: UNITED KINGDOM
Design/Advertising Agency: TURNER DUCKWORTH: LONDON & SAN FRANCISCO
Country: UNITED KINGDOM
Title: COCA-COLA IDENTITY
Advertiser/Client: THE COCA-COLA COMPANY
Product/Service: COCA-COLA
Entrant Company: TURNER DUCKWORTH: LONDON & SAN FRANCISCO
Country: UNITED KINGDOM
Design/Advertising Agency: TURNER DUCKWORTH: LONDON & SAN FRANCISCO
Country: UNITED KINGDOM
Credit Details:
| Name | Position | Company |
| David Turner | Creative Director | Turner Duckworth: London & San Francisco |
| Bruce Duckworth | Creative Director | Turner Duckworth: London & San Francisco |
| Sarah Moffat | Design Director | Turner Duckworth: London & San Francisco |
| Jonathan Warner | Designer | Turner Duckworth: London & San Francisco |
| Radu Ranga | Designer | Turner Duckworth: London & San Francisco |
| Josh Michels | Designer | Turner Duckworth: London & San Francisco |
| Rebecca Williams | Designer | Turner Duckworth: London & San Francisco |
| Chris Garvey | Designer | Turner Duckworth: London & San Francisco |
Brief/Objectives/Goals:
Over the years, Coca-Cola's visual identity had become cluttered and uninspiring, diluting the brand's iconic status. The brand was losing its charm and cultural relevance. Coca-Cola developed a new creative idea with the goal of setting the brand back on track. This idea was "Coke brings joy", a simple statement about the happiness the product brings. Moira Cullen, Design Director at The Coca-Cola Company, challenged us with taking this idea and designing a new visual identity and packaging system that would allow the brand to shine again.