Coca-Cola takes home the first Cannes Lions Design Grand Prix award

Submitted by Ivan on Thu, 2008-06-19 13:44.

Inspiration

The new Coca-Cola visual identity system designed by Turner Duckworth, London & San Francisco took home the very first Design Grand Prix at Cannes, France today. Over the years Coke's visual identity had become cluttered and uninspiring, diluting the brand's iconic status. The design studio clarified the identity, then injected a little fun into everything from cups to trucks.

I work a lot on Coca-Cola branding and I welcome this change with open arms. I always thought simplicity will be refreshing for Coke. This new identity gives opportunity for creativity while leaves the overall look clean and simple.

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Awesome

Submitted by Mintsauce on Thu, 2008-06-19 22:21.

Totally agree! This looks great and brings Coke back to the basics. Love the truck.

Francois

Really nice.

Submitted by paka on Fri, 2008-06-20 00:19.

Really, really nice and refreshing :)

How new is this identity?

Submitted by pokie on Fri, 2008-06-20 03:00.

How new is this identity? I've done artwork for one of these products quite awhile ago... maybe as much as a year ago. It's been around a while (or at least the one has).

Well done!

Submitted by Tice on Fri, 2008-06-20 08:05.

I also agree. Great simple and also funny and creative work. And yeah, the truck is lovely! ; )

Bold

Submitted by stephanie on Fri, 2008-06-20 20:57.

Looks nice :) I like how bold it comes across.

One thing though - with the bottle "car-wrapped" like that, where will the nutrition label, ingredients, and barcode go? It just seems like they will run out of space without making it crammed.

I also like seeing the coke in the bottle. Maybe I'm just weird and have to see my food/drink before I consume. Heh.

Overall I like the progress.
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good point...it might be

Submitted by Doug M. on Fri, 2008-06-20 21:13.

good point...it might be weird not being able to see the drink before drinking it... and where will the barcode, ingredients, and nutritional label go......the bottom?...i dunno. doesn't seem like enough room there.

nice...

Submitted by Doug M. on Fri, 2008-06-20 21:11.

WOW. I love it. Are the bottles really going to be red? They look nice

it could easily be reversed

Submitted by gwells on Fri, 2008-06-20 21:59.

it could easily be reversed in white on the red but in a place you can't see right now in those images.

while i get the idea of wondering what you're drinking, does it bother you when you're drinking out of a can? ;)

Coca-Cola have a huge job managing their brand

Submitted by plugz on Sat, 2008-06-21 19:01.

I think step is a hugely forward thinking one that revitalises their image whule not diluting the message. Every time I hear about Coca-Cola having a rebrand I often expect it to turn out like letting the ice melt in your glass, the first sip you get is watery and unappealing until you get to the layer of syrup below.

This refresh has real vision and impact and will hell keep Coca-Cola in it's rightful place as one of the worlds most successful brands.

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