• Coca-Cola gets in on the World Cup mania with a global design platform that less of a campaign and more of an entire brand system
• Central to the system is the collectible special edition cans, which include 18 unique designs representing different countries through soccer jersey design conventions

The world’s biggest brands are all finding their own way to get in on the World Cup action, and as the tournament’s longest-standing partner, Coca-Cola is right up there with the best of them. They’ve launched not just a campaign, but what they’re calling a global design platform for the tournament, composed of special-edition packaging designed to be collected and shared, creator content, not to mention some large-scale installations.

The visual identity they created leans on their ownable, signature features, like the Arden Square as a framing device and the existing red, white, and black primary color palette. Energetic photography rounds out the system, along with a “Football Graphic” brand anchor (a soccer ball with the Coca-Cola logo, naturally) and additional soccer-inspired textures, patterns, and colors that harken to soccer jersey designs.