The Dieline Awards: Second Place - Beverage - Coca-Cola Identity

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Entrant: Turner Duckworth

Country: USA

Marketing Objectives:

The redesigned packaging system returns simplicity and clarity to the Coca-Cola brand. Our design renews a spirit and aesthetic that celebrates Coke’s core elements – the Spencerian script, dynamic ribbon device, and contour bottle shape – and it emphasizes the positive and authentic qualities that make Coke a great brand. When Coke brought back its historical bottles for a special holiday promotion, we designed six-pack carriers that express Coke’s bygone imagery with a contemporary look.

Additional image after the jump.



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