CROP PACKAGING by Turner Duckworth: London & San Francisco for Coca-cola

Adsarchive » Design & Branding » Coca-cola » CROP PACKAGING

CROP PACKAGING

Pin to Collection
Add a note
Industry Soft Drinks
Media Design & Branding
Market United States
Agency Turner Duckworth: London & San Francisco
Released February 2011

Awards

Clio Awards 2012
Design Packaging Silver

Credits & Description

Advertiser: THE COCA-COLA COMPANY NORTH AMERICA
Agency: TURNER DUCKWORTH, TURNER DUCKWORTH
Category: Core FMCG
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
CCNA Design Direction: Frederic Kahn (The Coca-Cola Company North America)
CCNA Design Direction: Pio Schunker (The Coca-Cola Company North America)
Designer: Rebecca Au Williams (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
CCNA Design Direction: Vince Voron (The Coca-Cola Company North America)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Designer: Josh Michels (Turner Duckworth: London & San Francisco)

Brief Explanation
We needed to maintain the trademark but reframe it to create a new look and feel.

Client Brief Or Objective
As the number 2 sparkling beverage brand in the US, most consumers were already familiar with Diet Coke. The Coca-Cola Company North America challenged us to extend that confidence to packaging.

Outcome
The unique crop is at the center of a visual identity, which appears in point of sale and advertising for Diet Coke.

Implementation
The resulting design provided a bold perspective on this iconic brand by focusing on the union of the "D" and "K" as the key recognizable elements of the logo. After a successful test market study in 2011, we optimized the design for a cleaner layout and bolder brand presence for 2012.