Coca-Cola’s new global identity: ‘make Coca-Cola more Coca-Cola’
Coca-Cola has rolled out a new global brand identity built around a single strategic ask: ‘make Coca-Cola more Coca-Cola’
Rather than a redesign, the refresh doubles down on the assets people already associate with the brand, its red and white palette, the Spencerian script, the Dynamic Ribbon and the Arden Square, giving each greater prominence across packaging, retail, digital and equipment in more than 200 markets.
The update follows Coca-Cola’s last global consistency push in 2021 and was developed with agency JKR, with The Superultrarare reimagining the packaging design system.
“This evolution celebrates our legacy while looking to the future, delivering a single, bold brand experience that reinforces Coca-Cola’s heritage and confident global presence,” said Rapha Abreu, global vice president, design at The Coca-Cola Company. “Now, with one seamless visual identity, we can deliver one recognisable brand experience to consumers.”
Coca-Cola Zero Sugar gets its own point of difference within the system, with larger “Zero Sugar” text, a black Dynamic Ribbon on cans and a black bottle cap.
A new design intelligence tool will support internal teams and agency partners in keeping the identity consistent as it rolls out.
The approach follows JKR’s recent work rebuilding KFC’s identity around its bucket, at a moment when rebrands carry real risk, as M&M’s rebrand backlash showed.
