Iconic and instantly recognizable, the signature Coca-Cola Red Disc was first introduced in the 30s and has now become the essential element in their “One-Brand” packaging design. The new packaging is officially making its way to store shelves and beverage coolers, starting this week in Mexico.
James Sommerville, VP of Global Design for Coca-Cola, mentions, “We set out to build on the core design principles of being bold and leveraging the power of red, while preserving our simplicity and iconicity. During our design process, we saw the Red Disc as the one design element that could unite the trademark visually. Coca-Cola, any Coca-Cola is refreshing, uplifting and delicious… and the presence of the Red Disc on our new packaging communicates that message.”
“These new packaging designs signal a shift in our visual language in which the classic Red Disc is more prominent than other elements associated with the brand. By applying the disc across the Coca-Cola Trademark, we’re using a signature asset in a contemporary and surprising way to share the equity of Coca-Cola across all trademark products. Consumers will see the Coca-Cola Red Disc in all global markets at the end of our ‘Taste the Feeling’ TV ads, in our print ads and on our billboards. Using this same device on packaging completes the picture.”
