COCA-COLA PACKAGING archives
coca-cola PACKAGING archives
COCA-COLA PACKAGING
In 2006, when Voron joined Coca-Cola, the iconic brand had lost it’s iconic and familiar focus. Innovations in packaging form design had slowed due to the inconsistent and broad breadth of their global development partners. Voron’s team saw an opportunity to pare back significantly on the amount of marketing materials that were being added to the packaging graphics in an attempt to regain the visual brand design value that had been acquired over the last 125 years. His team thoughtfully elevated the core design elements, developed a holistic brand design system and convinced the marketing leaders to leverage the secondary packaging and point of sale to communicate promotional messaging and to preserve the core elements which could help Coca-Cola’s primary packaging design (i.e. bottle design and graphics) regain their iconic “badge brand” status.
COCA-COLA PACKAGING
In 2006, when Voron joined Coca-Cola, the iconic brand had lost it’s iconic and familiar focus. Innovations in packaging form design had slowed due to the inconsistent and broad breadth of their global development partners. Voron’s team saw an opportunity to pare back significantly on the amount of marketing materials that were being added to the packaging graphics in an attempt to regain the visual brand design value that had been acquired over the last 125 years. His team thoughtfully elevated the core design elements, developed a holistic brand design system and convinced the marketing leaders to leverage the secondary packaging and point of sale to communicate promotional messaging and to preserve the core elements which could help Coca-Cola’s primary packaging design (i.e. bottle design and graphics) regain their iconic “badge brand” status.
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