A Classic Brand Reimagined

Coca-Cola is a mainstay in American pop culture -- though it seems they struggle with a cohesive brand strategy when it comes to advertising. We see the polar bears at Christmas and occasionally lifestyle-esque ads - a montage of the daily happenings of their target demographic.

Advertising aside, it seems like this could be a step in the right direction as far as design is concerned. Coca-Cola has developed new coolers that are more sculptural in form.

Not only are these coolers more attractive than your basic point of purchase beverage cooler, but they have an ergonomic door handle, feature shelf-embedded LED lights, and use 40% less electricity than traditional coolers.

Coke also created a line of aluminum beverage bottles designed by Chinese artists for the 2008 Olympic Games. The WE8 line launched in June - (WE8 short for West East 2008). The concept was to "foster cultural and artistic exchange between artists from around the world, to express the global connections embodied in the Beijing 2008 Olympic Games."

Each bottle design also has an accompanying song composed by one of eight different musicians from around the world. All eight bottles will be available in the US at selected Simon Malls.

For more information on how Coke is revamping their brand, check out their blog, Coca-Cola Conversations. Or, design your own Coke bottle at Coca-Cola.com.