Beverage packaging: Stylish student Coke design
I love this design. A friend here at the PD office sent me the link for this student project for a sustainable Coca-Cola bottle. I was immediately taken with it.
The design was created by student Andrew Kim. Three things in particular really impress me about it.
(1) How elegant and clean the design is. No ornamentation, nothing excessive –nothing that’s really trying to get your attention. And that’s what makes it so attention getting.
(2) How well the Coke brand(s) carry through to this format. This looks like “a Coke bottle,” despite the design having a sleek, modernist form that’s the very antithesis of the ornate, Coke-bottle swoop.
(3) The design confirms how much I really dislike the shape of most plastic soda bottles. All beverages should be contained in something so stylish.
The presentation is top notch too. Take a look for yourself.
And while you’re there, check out the rest of Andrew’s work — especially his renderings.
I love the look of a hand-drawn rendering. There’s a real magic to something illustrated with marker, pastel, etc. It has that human element generally missing in stuff created from software.
d!b
Emeline commented:
This is an article that makes you think never tohuhgt of that!
David Bellm, Packaging Digest New-Media Editor and Blogger commented:
Thanks for your thoughts, Chris. And those are some good points about private brands exploiting any elements of a brand that are the least bit commoditized. But I disagree about the classic curved Coke-bottle shape. If the strength of the Coca-Cola brand was so inextricably tied to the venerable curved bottle shape, then the company never would have been able to carry the brand into cans, cases and other formats. And today’s iteration of the Coke-bottle shape is a rather heavy-handed take on the much more nuanced original form anyway. It didn’t translate from glass very well. Seems somewhat forced.
Chris Plewes, Chief Creative Officer, Anthem Worldwide commented:
Next Generation Coke? Not So Sure.
There has been a lot of blog buzz surrounding the “Next Generation Coke Packaging” by student Andrew Kim. A smart looking design, marrying graphic impact and simplicity. It is pretty easy to imagine it becoming a fully commercialized idea.
But...let’s get practical from a brand perspective.
In today’s marketplace, the major concern for global brands is to provide a more meaningful and compelling promise versus private label—not to mention other competitive brands. To win at shelf, brands—especially Coke—have invested in strengthening their proprietary difference; they need to be unique to be preferred.
The rectangular profile of Andrew’s bottle is striking in its simplicity and iconic in nature. This is of course the hallmark of The Coca-Cola Company’s design aesthetic. At first glance it feels right.
So, why not?
As much as the bottle would allow Coke to maximize the iconic graphics, the rectangle squanders Coke’s most enduring asset: the bottle’s distinct silhouette. The rectangular form forces the brand to live and die on graphics alone. And this is where private label has often played dirty. By co-opting color and design cues private label brands often erode the inimitable qualities of the category leaders like Coke.
Aside from questions of feasibility (drop test), this could be a stunning bottle for another brand.
Chris Plewes
Chief Creative Officer
Anthem Worldwide
Sherri commented:
What, exactly, makes it more sustainable?? (It can't simply be the shape. Liquids are heavy and, even in round containers, optimize shipping and unit load efficiencies. There can't be less plastic in a cubically rectangular bottle vs a contoured round bottle. It can't be faster to manufacture. Hmmm . . . Did I miss the point or something?)
George T commented:
Re Roberts comments - in 1985..., "it can't hold carbonation, it's too hard to convey, and it doesn't keep the beverage cold." The comment came from the glass industry about the 2L PET bottle.
This package is elegant, brand-worthy, has a better billboard, more efficient (square).
Robert commented:
Yes it looks nice. large flat label areas and strong gloss finish makes for an attractive & presentable package.
But it's a modern take on an oil can from the 30's 40's or 50's,
And if not a tin can how will it retain it's shape?
And it's not going to be ergonomic to hold without crushing unless it's made of some material quite strong.
Or am I missing something that you are seeing?
Cheers.
