Coca-Cola strengthens global branding with packaging redesign
Key takeaways
- Coca-Cola is rolling out a unified visual identity across more than 200 markets in Latin America, Europe, and Asia.
- The redesign strengthens the Arden Square, dynamic ribbon, and Spencerian script, while giving Coca-Cola Zero Sugar more prominent black elements and labeling.
- A new Brand Center equipped with design intelligence tools will help Coca-Cola and its agency partners maintain consistent branding worldwide.
(Image credit: Coca-Cola).Coca-Cola has launched a new visual identity across more than 200 markets in Latin America, Europe, and Asia. The company says that the new design aims to amplify its branding by making it more prominent on packaging.
The packaging design will continue to feature a red and white palette, a “dynamic ribbon”, Spencerian script, all arranged within what Coca-Cola refers to as its Arden Square.
In addition to a bolder Arden Square, the design for Coca-Cola Zero Sugar will feature a large “Zero Sugar” text, a more visible black dynamic ribbon on cans, and a black bottle cap on PET packaging.
“Coca‑Cola is one of the most recognized brands in the world, and with that comes a responsibility to keep evolving,” says Arnab Roy, president at Coca‑Cola Global Category.
“This refresh is about being clearer and more consistent in how we show up, wherever people experience our brand. By building on the things people already know, we're creating a stronger foundation for growth while staying unmistakably Coca‑Cola.”
Evolving visual identity
To support the rollout of the new design, the F&B giant is introducing a new Brand Center that makes use of design intelligence tools built for the company’s internal design and marketing teams and its broader network of agency partners.
Rapha Abreu, global VP of Design at Coca‑Cola, adds: “For over a century, Coca‑Cola has been a global symbol of optimism and authenticity. Now, with one visual identity, we can deliver one recognizable brand experience to consumers.”
Recently, Coca-Cola China adopted Smurfit Westrock’s paper-based packaging for its 2026 World Cup retail and e-commerce campaign. It launched a limited edition can design for the 250th anniversary of US independence and locally-inspired Lunar New Year packaging designs across Southeast Asia and China.
Coca-Cola India faced aluminum supply chain limitations in May, pushing it to reintroduce 200 mL glass bottles to replace cans in the country. SLMG Beverages, the Coca-Cola distributor in India, told Packaging Insights that its accelerating the adoption of recycled PET and monomaterial packaging, driven by consumer expectations and the need to reduce emissions and logistics costs
