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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?
Yes, and that’s actually the most important distinction. For newer brands, the temptation is to keep evolving because you haven’t found your thing yet. But the risk is confusing your audience before they’ve even had the chance to recognise you.
Coca-Cola’s lesson only works once...
"Choose deliberately enough that you'll want to protect it later" is a great way to put it, that reframes consistency as a future-facing decision instead of just a rulebook constraint. I'll push back slightly though, isn't there a risk of choosing too deliberately too early, before you've actually tested what resonates?
There's definitely a risk of choosing too deliberately before you've learned anything. But I'd distinguish between committing to a direction and locking in every execution detail. You can and SHOULD test copy angles, visual styles, messaging. The deliberate part is- what is this...
Interesting take, the refresh doubled down on what worked for them:)
YES!
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Related posts
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 😍
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
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...
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