Coca-Cola Reaffirming a Design Classic

Packaging

One of the potential consequences of developing a global
brand locally is disparity in appearance and messaging

One of the potential consequences of developing a global brand locally is disparity in appearance and messaging. Coca-Cola found that the Nordic countries had all evolved slightly different versions of the product's appearance. So they asked LOOP to create design guidelines that would unify the Nordic Coca-Cola look in a familiar yet striking way.

Our objective was to reaffirm the iconic Coca-Cola design within a set of guidelines customized to the Nordic market. We wanted to ensure that, at least in the Nordic region, all products looked identical. The challenge and opportunity was unprecedented, as Coca Cola has no global brand guidelines, and the entire organization looked to LOOP's Nordic work as an example.

Also included in the project were brand and line extension concepts for the launch of Coke Zero in the Nordic countries, including the implementation of standard and promotional product label design.

Designing for flexibility
Recognizing the need for packaging and label design to reflect seasonal promotions, contests, and various icons or ingredients, our design solution was crafted for flexibility. The redesign included space for promotions and rules for filling that space when nothing was running. We also created guidelines for marketing material placed under the cap and label.

Ultimately, a set of visual guidelines was developed not only for the whole range of Coca-Cola regular, Coca-Cola Light and Coca-Cola Zero, but also for the whole range of Fanta and Sprite lines. The result? Stronger brand consistency, flexible integration of promotions and the opportunity to expand the brand with new line extensions, like Coke Zero.

LOOP delivered

Concept development for brand and line extension

Concept design and launch of Coke Zero in the Nordic countries

Standard and Promotional Label Guidelines

Implementation of standard and promotional product label design