With the holiday season just around the corner, Coca-Cola has unveiled a new look for its brand that’s perfect for celebrating Christmas. They’ve worked with a team of designers to create a set of visual elements that capture the magic of the festive season and can be used across different advertising platforms. This new design is flexible and can be used globally, so no matter where you are in the world, you’ll be able to enjoy the Coca-Cola brand’s holiday spirit. Let’s find out what’s to unravel from Coca-Cola to make our holidays all the more merrier.
A Tradition of Holiday Cheer
Crafted by JKR and Coca-Cola’s internal team, the new identity perfectly captures the essence of both the brand and the holiday season. According to Kristie Malivindi, Creative Director at JKR, the idea behind this new identity was to create something that is both iconic to Coca-Cola and Christmas.
The identity’s core lies in a vibrant palette of ornaments that are designed to be recognizable yet versatile enough for use across various digital platforms, packaging, and communications. Malivindi explains that it’s a perfect balance of brand recognition and flexibility.
Coca-Cola and Christmas are synonymous, and the brand has a unique place in the festive calendar. This is largely due to the iconic Coca-Cola lorry that announces the arrival of the holidays on our TV screens each year. Coca-Cola’s holiday campaigns have become a seasonal tradition, eagerly anticipated by consumers worldwide.
A New Visual Identity for the Holidays
Coca-Cola is strengthening its Christmas ties this year by debuting a visual identity specifically for its holiday campaign work. The identity is designed to be “iconically Coke” and “iconically Christmas”. It’s flexible enough to work globally across all touchpoints – from digital platforms to packaging to communications.
The holiday campaign identity introduces a new serif typeface crafted by Brody Associates, drawing inspiration from vintage specimens found in the Coca-Cola archives. This typeface exudes warmth and sparkle, adding a touch of nostalgia and charm to the brand’s festive endeavors.
Embracing Digital Platforms
In a first for Coca-Cola, the team also focused on creating a motion design toolkit to help the festive campaigns thrive on digital platforms. This underscores the brand’s commitment to innovation and adaptability in the digital sphere. The goal was to inspire all those tasked with bringing this campaign to life, giving everyone from internal teams to agency partners the space to play while remaining on-brand.
There’s room to evolve the ornament concept further down the line, as well as other seasonal identities for the brand over the next few years. As Malivindi says, “I think there’s still a world of stories to be told and executions to explore within that framework.” Malivindi envisions further evolution of the ornament concept and the development of additional seasonal identities for the brand. “There’s a vast world of stories yet to be told and executions to explore within this framework,” she added.