BRAND REPOSITIONING: Coca-Cola
Zico brand restage began with a graphic refresh that focused on removing the hangover benefit from the brand's center stage. The new focus became one of a healthy and active lifestyle. We worked closely with the graphics and strategy team to develop a holistic bottle that was designed to work within the tight technical parameters while simultaneously conveying this new brand messaging.
Like many projects, the technical window for the bottle wasn't clearly defined when the project started. While working with the manufacturer, we were able to help build the technical brief and illustrate the impact of the choices being made. This was particularly important when it came to the number of hoop strength ribs that needed to meet the plastic weight requirements.
The holistic design hit the mark and helped Zico lead the category.
PAUL DIEHL | email@example.com |646.241.3216 DESIGNER