Hey Reader,
My goodness has it been hot!
I'm not complaining; I love the sunshine.
And what better way to bask in the sun than with a Coca-Cola in hand?
In case you missed it, Coca-Cola is in the midst of a minor brand refresh that's rolling out across Latin America, Europe, the Middle East, and Asia.
It aims to bring stronger consistency to the brand across 200-plus markets (in which 2.2 billion servings are consumed per day!). The brief, according to design agency JKR, was simple: "Make Coca-Cola more Coca-Cola."
Which is either the most confident creative brief of the year or the most terrifying one to receive, depending on how you feel about redesigning something 1.9 billion people already recognize by a single red smudge.
Here are the details:
- Who's behind it: Jones Knowles Ritchie led the identity work, with packaging design from The SUPERULTRARARE.
- What's actually changing: Nothing you'd call "new." There isn't a new logo, or a new pattern. Instead, the core assets get sharper, more prominent, and more consistent across packaging, retail, digital, motion, and equipment.
- The typeface: A custom family from Brody Associates was designed to complement the script and nod back to the earliest Coke logo.
Subtle updates like this continue innovation while not disrupting customer habits; a win for a successful group like Coca-Cola.
What are those things in your business that could use some improvement that customers would only feel and not notice?
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We have a fun surprise for you today... A bonus episode of Brand In Motion is now available on Spotify ✨
Back in May, we hosted a LIVE podcast from the very new stage at Eclipse with their very own, Jared Shoults & Mike Frohlich at IABC.
They open up about the very first napkin sketch idea to how the successfully involved multiple owners throughout the branding journey.
Know someone who should be Ashton's next guest? Hit "reply" and let us know!
- Road Trippin' to SD: Ashton is taking a road trip on August 4-5th to the Sioux Falls area to visit with strangers and friends alike. If you're in the area, we'd love to see you! Hit "reply" and we'll make it happen.
- Newtopia Now: Ashton is attending Newtopia Now in Denver, CO in August. Newtopia is an annual consumer packaged goods trade show and networking event focused on natural and organic products. Have any questions for natural product owners? Send 'em our way and we'll be sure to ask them.
- UMCVB: Ben is heading to the 29th Annual Upper Midwest Convention and Visitors Bureau Fall Conference in Grand Island, NE. If you're heading that way, too, be sure to say hello at our booth!
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