In 2016 the company presented the “One Brand” (“Taste the Feeling”) strategy, aimed at unifying the visual identity system by introducing the remastered brand’s appearance. The recent packaging update is a specific evolution of that concept, touching upon the design’s artistic and practical sides. You can see the upgraded packaging for the Coca-Cola Original, Diet Coke and the Coca-Cola Zero Sugar, debuting the new recipe.
The first thing that stands out is the emptiness and tons of negative space. It was decided to remove the red disc and the wave, moving the logotype up. This minimalistic approach was developed by the in-house Coca-Cola design team from Atlanta, US. What is implied by this new look? Being at the top of the can, the Coca-Cola watermark expresses that the drink is “uplifting.”
Concerning the omnipotent red, it’s integrated into the new packaging, paired with the other colors. So now, the visual elements help customers to distinguish the flavors at first sight. It’s a pretty practical solution in terms of product use; however, there’s always a “but.”