INTRODUCTION
Coca-Cola Bottle Redesign
Reviving the form of the Iconic Coca-Cola bottle in a new context with a more sustainable approach and to make it “green” in as many aspects of the life cycle as possible.
DURATION
2 Weeks ( September 20')
TEAM
System Designer (Me), Visual Designer (2)
MY ROLE
Research, Strategy and Product Iterations
BREAKDOWN
THEMES
Sustainable, Branding, Revival, Campaign Design
POSITIONING STATEMENT
We took the idea of Coca Cola spreading happiness forward and kept that as a strong base. The pandemic has changed our lives and our actions. The time has come to revive happiness, after all happiness is something we create.
The brand of Coca Cola already has a very strong position in the market. Its one of the most popular soda brands in the world and our campaign will make it popular for our environment as well.
HISTORY
The drink Coca-Cola was originated in 1886 by an Atlanta pharmacist, John S. Pemberton (1831–88), at his Pemberton Chemical Company. His bookkeeper, Frank Robinson, chose the name for the drink. Pemberton originally touted his drink as a tonic for most common ailments, basing it on cocaine from the coca leaf and caffeine-rich extracts of the kola nut; the cocaine was removed from Coca-Cola’s formula in about 1903.
In 1915, to deal with competition in cola, Coca Cola held a national contest for new bottle design. The new bottle took inspiration for the name more than the drink itself , from a cocoa bean pod. The trademark “Coca-Cola” was registered in the U.S. Patent Office in 1893.
The post-World War II years saw diversification in the packaging of Coca-Cola and the development or acquisition of new products. The trademark “Coke,” first used in advertising in 1941, was registered in 1945. The contoured Coca-Cola bottle, first introduced in 1916, was registered in 1960.
“We are not building Coca-Cola alone for today. We are building Coca-Cola forever"- Harold Hirsch, the lead attorney for The Coca-Cola Company (1914)
PROBLEM
Why not plastic bottles?
1. Plastics are very stable and therefore stay in the environment a long time after they are discarded, especially if they are shielded from direct sunlight by being buried in landfills.
2. Decomposition rates are further decreased by anti-oxidants that manufacturers commonly add to enhance a container’s resistance to attack by acidic contents.
3. In addition to creating safety problems during production, many chemical additives that give plastic products desirable performance properties also have negative environmental and human health effects.
MATERIAL RESEARCH: GREEN FIBER
Made from sustainably sourced filers that are both 100% bio based and fully recyclable.
Production Time
It should be possible with additional resources and refinements in a post project phase, to reach a minimum of 20,000 fibre bottles per hour, which is the production speed required for large-scale production facilities (i.e., 5-6 bottles per second).
The Market for the Green Fibre Bottle
About 80 billion € = 900-1200 billion bottles
Green Fiber Components
Recycled Fibers
1. Used newspapers
2. Used fibres from packaging, books
Virgin fibres
1. Banana leafs
2. Coconut fibres
3. Brans
4. Seaweed
Nano-coatings
1. SiOx
2. DLC (Diamond Like Carbon)
3. Grafting
Bio-coatings
1. Starch
2. PLA
3. Cassin
4. Fish scales
Why Green Fiber bottles?
After Usage
1. Re-use
2. Recycled
3. Composted
4. Biodegraded
5. Incinerated with energy production
Variable costs for 250 ml. bottles:
1. PE plastic: 2.47 Indian Rupee
2. PET plastic: 1.17 Indian Rupee
3. Virgin fibres: 0.58 Indian Rupee
4. Recycled fibres: 0.39 Indian Rupee
SHAPE IDEATION
Some ideation sketches I made to reduce wastage in the crate and (add shelf display something)
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Final form
FORM AND SPACE
Total Volume
Current crate used to transport the product = 25300 ml
Redesigned dimensions:
Side of the triangular base = 7.6cm
Height of the bottle = 26cm
Number of bottles in 1 crate:
the number of old bottles transported = 24
the number of new bottles transported = 38
Space wasted in 1 crate:
Old bottle = 9700ml
New bottle = 600ml
VOICE Positive | Friendly | Down to earth
TARGET AUDIENCE Gender Neutral | Youthful | Urban
TYPESPACE Museo Sans | Sturdy | Low Contrast | Legible
COLOURS Bright | Colourful | Inviting
REVIVAL CAMPAIGN
Sustainability and closed loop cycles must now become a global priority, from emerging nations to the world’s largest economies. These solutions ultimately help create a closed-loop system that benefits the environment, serves communities and begins the path to solutions for this generation.
Bottles
With the complete redesign of the form of our bottles, we have revived the iconic contour with a new sustainable lens.
Future
The future will change if a company as big as Coca Cola starts using green fibre (a more sustainable) bottles. They have transformed the bottle industry in the past and they will keep doing so.
Environment
The new bottle is not only recyclable but also biodegradable and compostable. With the newer more compact form, it saves space and reduces the overall carbon footprint.
Fiber
The new bottle is made of revived fibers which otherwise would have been organic waste.
Communities
The new bottle is supporting local communities for its making and changing the way they function.
Happiness
Coca Cola makes people smile. People drink Coca Cola to celebrate and reconnect.
BRAND
VISION
Our vision is to craft a sustainable future while sharing happiness and compassion. We aim to refresh body and spirit of our stakeholders by making a difference in people’s daily lives, communities and our planet as a whole.
MISSION
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
1. To refresh the world
2. To inspire moments of optimism and happiness
3. To create value and make a difference
CAMPAIGN POSTER
SOCIAL MEDIA
WANT TO KNOW MORE?
1. Introduction Video: Campaign Video
2. Documentation: View this project in more detail
3. Behance: View the project