Platinum Pentaward 2008
Best of the Category: Beverages
Brand: Coca-Cola Aluminium Bottle
Entrant: Turner Duckworth: London & San Francisco
Country: USA and UK
Website: http://www.turnerduckworth.com
The Platinum BEVERAGES went to the Coca-Cola aluminium bottle designed by the Anglo-American Turner Duckworth agency. Here is what Bruce Duckworth says: “As a successful brand becomes familiar, adding new graphics is the easy answer to keep it fresh. But over time the brand is diluted. Sooner or later you need to return to the basics. This is what we have done with Coca-Cola. You need only a slice of Coke’s script to know it. The bottle shape remains the same but in a very contemporary new material. The result is packaging that feels at once familiar and new.”
A good way of putting into practice the celebrated “Less is More”.
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