Coca-Cola Redesigns Packaging
Image from Under Consideration
If you're a Coke head, you've probably seen a change in the soft-drink giant's packaging in the last few weeks. As old stock rotates off the shelves and new product takes its place, a cleaner look arrives with it. I'd wax poetic about how much I appreciate this simple, dignified aesthetic, but the design blog Under Consideration sums up my thoughts exactly:
They've essentially done absolutely nothing. All the extra bits and doodads and extraneous graphics are gone. Classic coke imagery: the red, the ribbon, and the coke script. "Classic" is even in a simple lowercase sans serif. This is a confident design. Coca-cola is acknowledging that we all know the product, so just drink it. They've given similar treatment to the majority of the Coke line, including Diet and Zero. Simple, back to basics, pure equity. Compared with Pepsi's blow-it-all-out how-many-designs-can-we-produce-in-a-summer strategy, this takes guts. You just don't see that all too often from one of the largest brands in the world and I certainly appreciate it.
And here's a quick visual history of Coca-Cola can design.
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8 Comments:
i love it! hurrah!
j at 12:22PM on 07/09/07
Now if they'd only do the same with the recipe -- put back sugar instead of high fructose corn syrup.
SoundBitesNYC at 12:36PM on 07/09/07
It doesn't deserve a respectful comment on a site called Serious Eats; Coke is bad, they've spent so much money that even adults think it's okay to drink sweetened water. It's not okay.
louisralph at 1:00PM on 07/09/07
SoundBites: EXACTLY.
jperlow at 1:15PM on 07/09/07
Sugar in bottles, yes. Yes.
Dennis at 1:20PM on 07/09/07
Oh I love it. I love the simple essence of the design. Reminds me of the old coke signs I grew up with. Of course back then we still had the green bottles. I dutifully took mine back for recycling and got a nickel a bottle.
Elise Bauer at 2:44PM on 07/09/07
If Coke is "just" sweetened water, then what are beer, wine or coffee? If you don't care for soda (or pop depending on where you are) that is fine, but lets not act childish.
SAMiller at 11:21PM on 07/09/07
Also, I am glad Coke is back to the red, the ribbon, and the script. Coca-Cola is an American icon.
SAMiller at 11:22PM on 07/09/07