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Coca-Cola's new identity has been criticized for being "before and before". A refresh so subtle that many people don't even notice it.
Personally, I think that's missing the point
Coca-Cola chose refinement over reinvention.
When you're working with one of the most recognizable brands on the planet, success isn't measured by how much you change, it's measured by how much you improve without losing what people already love.
Curious to hear your thoughts on the comments 🥤
is not easy to do something like this, this is nice
glad you liked it!x
Agustin I love this style 😍
thanks man!
Good one👏🔥
thank you
Refinement over reinvention is the harder sell honestly, clients usually want to see the change they're paying for. Coca-Cola can get away with subtlety because the equity is already so strong, curious if a newer brand could pull off that same restraint.
Re designing existing brand is really a tough challenge but I like the way u design.. which software u used for?
I used figma! glad you liked it
Brilliant work!
thanks Rakibul!
Thanks Job
The new Coca-Cola branding is so good! It gives me major 90s nostalgia—feels warmer and more comfortable.
This is amazing!
great work
Cocacola is not just a brand anymore, it is culture, Culture dies not change, it refines itself, evolves to fit the group of people it is born from.
Great job on this project! It's clear that a lot of care went into both the user experience and the visual design. Wishing you many more successful projects!
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And we cant forget the controversy
Do you think Coke is way too similar to Marlboro now?
Coca-Cola's new identity has been criticized for being "before and before". A refresh so subtle that many people don't even notice it.
Personally, I think...
Can a rebrand be successful if most people don't even notice it?
That's exactly what Coca-Cola just proved with JKR
You don't redesign one of the most iconic brands in the world. You amplify what already makes it iconic and make it recognizable from Japan to Argentina.
The logo isn't the story but the rest of the assets are: the ribbon, typography, Arden Square, color system, and every recognizable asset now work together as a stronger, more scalable identity
Do you prefer bold reinventions, or subtle evolutions like this one?
Anita I really like this style 😍
I opened Coca-Cola's refresh expecting to spend my time comparing the before and after.
Instead, I kept wondering what the conversation inside the room must've been.
Because this doesn't feel like a brand trying to reinvent itself.
It feels like a brand looking at everything people already associate with Coca-Cola and deciding to trust those things even more.
The ribbon is more prominent. The script has more presence. The whole system feels cleaner. But NONE of those decisions are trying to make Coca-Cola feel new.
If anything, they're trying to make it feel even more familiar.
I think that's what I enjoyed most about this refresh.
There's a lot of discipline in resisting the urge to add another idea simply because you can.
At some point, the job stops being about creating new brand assets and becomes about protecting the ones that have already earned their place in people's minds.
Maybe that's the difference between a growing brand and an iconic one.
One is still searching for its identity.
The other already knows it.
The distinction you make between protecting vs reinventing is brilliant. This feels like the strategy every legendary brand should consider. Do you think this approach would work differently for newer brands still building their identity?
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