COCA-COLA TRANSPARENT CUP by Turner Duckworth London for Coca-cola

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Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth London
Released February 2009

Credits & Description

Category: Point of Sale
Product/Service: COCA-COLA
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: TURNER DUCKWORTH, San Francisco, USA
Head of Design: David Turner (Turner Duckworth: London & San Francisco)
Head of Design: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Design Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)
Designer: Chris Garvey (Turner Duckworth: London & San Francisco)
Media placement: Cup - Entertainment Venues - 1 March 2009

Describe the challenges and key objectives
We needed to express the Coca-Cola brand but also elevate the normal food service cup to a more special experience.

Describe the brief from the client
This cup was designed for Coca-Cola to create a unique and more upscale food service offering.

Describe how you arrived at the final design

We used a transparent substrate for the cup, allowing the traditional green glass bottle visual to see-through to the liquid inside. The Coca-Cola bottle shape combined with the strong red background creates a bold and unexpected brand expression.

Give some indication of how successful the outcome was in the market
Food Service Customers love this new cup design, giving them a higher end plastic cup at a great price point. Based on the successful orders, this cup has been added permanently to the Coca-Cola Food Service system and has been featured at LA Live and other higher end venues.