Coca-Cola Latin American water brand

Coca-Cola Latin American water brand

Office, San Francisco, Atlanta, Georgia, 2010

Description

Project brief: The Coca-Cola Company has more than 20 water brands across Latin America, from source waters in the Brazilian forest to purified water in Colombia. Office was asked to create a single, proprietary visual-identity system and packaging solution that would work across all Latin American water brand names and engage young adults under a unified brand positioning.

The system needed to stand out from the competition by avoiding category clichés, and needed to be flexible enough to work across different product propositions and in different formats, from packaging to point-of-sale marketing to outdoor advertising.

Approach: The strategy was to evolve several brands, including Ciel, Brisa, Crystal and San Luis, to a single visual-identity system while keeping the original name for each individual brand. Office created an identity that expressed the brand’s active, optimistic, authentic spirit, and created a bold, simple, unique “double drop” shape as the core brand identifier that contains all communications. Elevated yet approachable lifestyle photography emotionally connects with young adults, adds perceived value to the products and is unexpected in the water category.

Effectiveness: The rollout exceeded the client’s expectations, contributing to increased brand awareness and increased sales. (Exact results are not publicly released by the company.)

Collections: AIGA 365: Design Effectiveness (2011)
Discipline: Brand and identity systems design
Format: Brand and identity systems, Brand identity

Credits

Design firm
Office, San Francisco
Creative director
Jason Schulte
Designers
Rob Alexander, Will Ecke
Content strategist
Jill Robertson
Client
The Coca-Cola Company
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