Adonis Diaries

Posts Tagged ‘Coca-Cola

Coca-Cola: “Well, what do you mean by Design…”?

In the interview with Debbie Millman, David Butler, Vice President of Design at Coca-Cola said:

“In 2004, Coca-Cola decided to open a position of Vice President of Design and hired me.  My first task was to getting familiar with the archieves and the story of Coca-Cola.  I asked achevist Phil Mooney: “If I were to learn about design, where would I start?” Phil replied: “Well, what do you mean by Design…”?

So I asked Phil about packaging, the role of bottle contour, the point-of-sale materials, the posters, the clothing lines that Coca-Cola designed in the 80’s…

It turned out that in 1916, Coca-Cola was the first franchise to design its chain stores.  In the same year, the design brief for the bottle stated two requirements:

First, the bottle should be unique and be found in the dark among all other bottles, and

Second, when broken, the shattered Cola glasses should be recognized as part of Coca-Cola

 

The first redesign job of Butler was the vending machines, most preponderant in the US and Japan (70% of sales in Japan are done through vending machines).  A redesigned door of the machine and a 44 inches screen monitor were added to display all the digital content, thus providing an extra connection platform with teenagers…

Butler hired Bruce Duckworth to redesign Coca logo: Who needs to show bubbles? Isn’t Coca-Cola drink bubbly enoughhttps://adonis49.wordpress.com/2012/02/09/never-let-a-piece-of-work-go-out-that-youre-not-proud-of/

The two themes recurring are: Connectedness and optimism. 

The 3 main features are: Red, the Spencerian script, and the shape of the bottle...

Do you know that 25% of world population consume Coca-Cola, in 206 countries

In Mexico, every individual drinks Coca-Cola three times a day...Butler was thus transferred to Mexico for six months, and he is learning Spanish

Wherever there is a disaster (hurrican, earthquakes…) Coca-Cola produces only water and distribute free bottles.

Coca-Cola has the largest distribution network and has far more trucks on the road than FedEx, DHL, and UPS combined

Coca-Cola is ideal for emergency situations because of its wide transport networks around the world to almost every village in remote regions…

Pepsi designed a 2l bottles as it discovered that people are inclined to drink unlimited of soda when readily available and managed to compete with Coca-Cola. 

Why people behave as cultist by exclusively selecting one of the brown sugar-water soda brands?

Note: David Butler joined Studio Archetype for building digital brands with Clement Mok before being hired by Coca Cola.  Debbie Millman published “Brand thinking…” and interviewed 22 brand designers


adonis49

adonis49

adonis49

October 2021
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