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The New Look

When an iconic brand goes through a change, it will always be a big change, but not always successful. The Coca-Cola Company just went through a huge re brand of their Diet Coke products due to falling sales. In statements given by the Coca-Cola company, they stat that they wanted a new modern look to their company. With that idea in mind, they dropped their signature swirls, wave, and serif font on their logo. With a block of vibrant color to represent the new flavors and hybrid serif/sans-serif font they crafted, the new look is pretty successful on the can version, when they are all put together. The new simplistic vector illustrations on the can are much less distracting than the old overly detailed version of the older designs. Although successful for the cans it does not quite translate as well for the bottle. With this packaging there is different positioning and seems much more claustrophobic because of the touching edges.

One Comment

  1. aburke20 wrote:

    I like the new redesign; however, I also agree that there should have been more space given to the text inside the colored bars. The one thing I think the designer did exceptionally well in these designs was identifying that these are diet products, by leaving the majority of the can in its natural color. The reason why the bottle version is not working is because the bottle is naturally transparent, forcing the designer to introduce the color grey. I think the design for the bottle would work better if was an aluminum bottle, instead of plastic.

    Thursday, March 22, 2018 at 6:42 pm | Permalink

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