Coca-cola Design & Branding COCA-COLA 2 LITER STRAIGHTWALL PACKAGING by Turner Duckworth San Francisco

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth San Francisco
Released August 2009

Credits & Description

Category: Non-Alcoholic Drinks
Product/Service: COCA-COLA
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: TURNER DUCKWORTH, San Francisco, USA
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
Media placement: 2 Liter Bottle - Supermarket - August 2009
Describe the challenges and key objectives
The straight-wall is a generic bottle shape so our challenge was to make the packaging feel more proprietary. The modern label creates impact on shelf with a bold, confident brand expression.
Describe the brief from the client
The 2 litre packaging for Coca-Cola North America was designed as part of the overall packaging system strategy to return simplicity and clarity to the Coca-Cola brand.
Describe how you arrived at the final design
The condensation and extraneous elements were stripped away to reveal the large Coca-Cola script. We replaced the traditional illustrated condensation bubbles with the oversized iconic script logo to provide a billboard effect when multiple bottles were placed together on shelf. The result was a refreshing take on typically standard packaging.
Give some indication of how successful the outcome was in the market
The release of this package marked the overhaul of the complete packaging system to these new, bold packaging designs. While no measureable results are available, the 2 liter package created a facelift for the beverage aisle and a proprietary approach for Coca-Cola.