Collectively, humanity has more in common with each other than you might think. We all feel the same range of emotions, live the same experiences, and work towards similar goals. Despite all this, it also seems like humankind is as divided as ever. Even the most inane of debates like whether a hotdog is a sandwich can spark an intense and bitter dispute that devolves in grudge matches. Coca-Cola felt it was time to remind everyone of the magic of humanity with its latest brand strategy, “Real Magic.”

Building on the recent packaging and visual refresh for Coca-Cola’s signature line of sodas, “Real Magic” comes at a time that the brand considers a societal inflection point as the events of the last year and a half have kept us apart (though hyperconnected virtually). A new wraparound “hug” logo gets added, courtesy of W+K London, and the Atlanta-based firm enlisted the services of KnownUnknown to connect with a worldwide network of creatives to develop the visual identity, including animation, photography, and illustrations.