Coca-Cola has been given a complete design overhaul by Jones Knowles Ritchie, amplifying the brand's most iconic assets. The brief was simple: "Make Coca-Cola more Coca-Cola." This meant bringing stronger consistency across 200 markets and creating a cohesive multimedia ecosystem flexible enough to work seamlessly across packaging, retail, digital environments, and equipment.
It is no mean feat to update a brand that is instantly recognisable by its signature shade of red or a mere fragment of typography. In practice, that challenge meant drawing on some of the world's strongest branding elements to make them even more impactful. JKR focused on modernising the classic red and white palette, the Dynamic Ribbon, the Arden Square, and the Spencerian script, ensuring they stand out more prominently across every consumer touchpoint.
