— An Icon,
Reconsidered

P05Packaging Design

Coca-Cola

Coca-Cola is one of the most recognizable brands in the world, its packaging, color, and typographic identity embedded in global culture for over a century. This project explored how that legacy could become an instrument for change, using design to invite more mindful interactions with the product in markets where overconsumption had become a real tension.

Info

Project

The project began with on-the-ground research across several cities in South America, where Coca-Cola is woven into daily life at every level. Through fieldwork and direct interviews, we uncovered cultural patterns and emotional drivers that made clear both the strength of the brand's hold and the complexity of addressing consumption habits without undermining it.

Working in close collaboration with Coca-Cola's Brand team, we drew on the brand's own visual heritage to develop eight distinct packaging proposals, each designed to balance innovation with tradition. The aim was not disruption, but invitation: new ways to experience the product that felt earned by the identity, not imposed on it. Every concept was evaluated against creative ambition, feasibility, and cross-market relevance.

Role

Design Director

Renders

James Holt

Client

Coca-Cola

Studio

F212, part of Frog Design

Output

Innovation Strategy, Packaging design, Brand design language

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