Designing With A Purpose

The Coca-Cola Company unveils a new visual identity for key brands in its extensive family of juice beverages. The uniform package design, to be implemented across multiple brands and products worldwide, is part of a strategic effort to expand the company's global leadership position in the category. Creation of the system was led by the inhouse design group at Coca-Cola. "We started this process working closely with the global juice team to understand the objectives and the strategy of growing our juice business," says David Butler, VP of Design. "This scalable, common identity was created to address a business challenge, not to simply update a package. This is truly designing on purpose." Additional design credits go to Duffy Partners and CMA Brand Presence.