Major Coca-Cola refresh marks new era of brand consistency
Set to roll out across more than 200 markets, the brand update sees the soft drinks giant refocus its brand identity around its iconic core assets. The new global brand identity was developed by JKR, while The Superultrarare reimagined Coca-Cola’s packaging design system.
Following on from its last brand update in 2021, which also aimed to improve global consistency, Coca-Cola’s revised identity promises to add dynamism and scalability, based on the strategic principle to “make Coca-Cola more Coca-Cola.”
Its red and white palette, Dynamic Ribbon, Arden Square and Spencerian Script core assets are all set to feature more prominently across physical and digital touchpoints.
Rapha Abreu, global vice president, design at The Coca-Cola Company, says, “This evolution celebrates our legacy while looking to the future, delivering a single, bold brand experience that reinforces Coca-Cola’s heritage and confident global presence.
“For over a century, Coca-Cola has been more than a drink, it’s been a global symbol of optimism and authenticity. Now, with one seamless visual identity, we can deliver one recognisable brand experience to consumers.”
Other alterations include a push for greater differentiation between the Coca-Cola sub-brands. For instance, Coca-Cola Zero Sugar will now include larger “Zero Sugar” text, a black dynamic ribbon on cans and a black bottle cap.
Coca-Cola’s new Brand Center and Design Intelligence tools, created for Coca-Cola's internal design and marketing teams, will help support the global rollout.
