Adding Value to the World’s Most Valuable Brand

Establishing the brand standards for the world’s most iconic, best-recognized brand is a daunting challenge, but Coca-Cola determined that Anthem had the depth and breadth of global resources to meet the challenge.

The new Trademark package design system eliminates the excesses borne of years of well-intentioned "design tinkering," and replaces extraneous graphic flourishes with iconic brand elements, focusing on the logo, pristine ribbon and solid background colors.

This new system drives increased shelf-impact, global consistency (strategic and executional), differentiation and cultural relevance. It clearly differentiates by embracing bold simplicity to send a clear signal of authenticity and leadership for the Coca-Cola Trademark brands: Coke, Diet Coke, Coca-Cola Light and Coke Zero.

Comprehensive standards covering all packaging expressions of the brands were developed to inspire and mandate a consistent and compelling brand experience.