coca-cola glass

Original article on redcubemarketing.com

Vibrandt Form has created a limited edition glass for Coca-Cola. As part of Coca-Cola’s European marketing plan, the new glass is a promotional item for McDonalds restaurants in Europe and the design will launch first in France during August.

The new design has been 10 months in the creative process. With a focus on refreshment and enjoying life, it takes inspiration from Coke’s current global marketing platform - The Coke Side of Life - and integrating into the overall design solution. Key to the design was producing a 3D form from Coca-Cola’s 2D branding, to create a synergy between the two: taking flat design and creating a physical experience.

The design team looked at how consumers interact with the brand and the drinking experience. The outcome was a glass design true to the original personality and spirit of the brand, but with a fresh perspective and a modern twist.

The glass starts with a base that is true to the iconic bottle shape, but as you move up the glass, the contours explode into life and movement creating a synergy with the current brand positioning – The Coke Side of Life – through the use of icons such as the butterfly and the balloon. Creating a design with its own identity, while also making it instantly recognisable as part of the Coca-Cola brand.

McDonalds has been using collectable Coca-Cola glasses for the past 4 years and wanted to maintain the momentum with a new edition. The design solution strengthens the Coca-Cola brand equities with a refreshing and differentiating approach to previous glass designs.

Lead designer, Tom Gilbert said “Coca-Cola has such strong, versatile 2D brand campaign running at the moment we felt it was important to translate the graphic idea and create an equally as strong, versatile 3D brand representation in the form of their new glass.”

http://redcubemarketing.com/#/vibrandt-forms-new-glass-desig/4532844250

other articles

http://www.packagingnews.co.uk/news/836777/Vibrandt-Form-designs-special-edition-Coke-glass/

http://popsop.com/2402