• Transform magazine
  • June 20, 2018

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Coca-Cola launches dairy alternative drink and packaging

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The ability to adapt is vital for a company’s survival, regardless of the field of business. Following the recently applied sugar tax and the expected subsequent drop in the consumption of soft drinks in the EU, Coca-Cola moved fast to take advantage of the window of opportunity opened in the ready-to-drink category.

In 2016, Coca-Cola purchased AdeZ from Unilever with the intent of introducing to the European market a product already established in the Latin American market – a plant-based beverage. AdeZ’s brand identity is shaped around Coca-Cola’s brand promise of delivering to everyone’s needs, every day.

The design of the new identity was challenging for Coca-Cola, since the company was being introduced to the dairy alternative drink sector, which was a new territory for it. The new brand identity showcases the drink’s pure ingredients, flavours and the core identity of AdeZ.

The visual identity is simple and bold, with the illustrations of ingredients and flavours displaying vibrancy and energy. The packaging features a plant marker on every bottle, making the information easy to read. The colour palette consists of a deep, warm cream backdrop, referencing the non-dairy nature of the product, brought to life with colourful illustrations in the foreground.

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