One of the most popular and recognized brands on the planet, not many people have a hard time identifying cans of cola in their soft drink lineup. However, the Coca-Cola Company’s new packaging design seems to be designed to get lost in the crowd.
The company has announced a brand new package of Coca-Cola drinks and a brand new flavor, Mocha (which offers a hard pass). According to Cola, the redesign is designed to make it easier to distinguish flavors, but judging by the online reaction, things are just getting more complicated.
Coca-Cola’s new cans and bottles are designed to “modernize and simplify” the brand’s packaging, with “single flavors” in full color and “dual flavors” such as cherry vanilla in stacked colors. (This is also a hard pass). Simply adding a lot of colors to the mix (at the expense of the readily recognizable red) is also a good way to ruin its iconic logo.
Natalia Suarez, Senior Brand Manager of Coca-Cola’s Cola Choice Portfolio, said: North American operating unit.
The logo is rendered with a white or black script to indicate either full sugar or zero sugar. It’s all working and in fact is a very smart way to convey the two variations. However, as many Internet users have already pointed out, this comprehensive approach has caused some readability issues.
For example, cherry cork has a black logo on a dark purple background. And vanilla cola is white on gold. Enough to lengthen the days of red Halcyon on a simple white background.
Some of the black @cocacola logos on top of the new packaging language red feel very wrong … it feels unnatural … it looks dark … is it bad?January 20, 2022
splendid. Unreadable in the distance pic.twitter.com/uEUeq6FOArJanuary 19, 2022
This isn’t the first time I’ve seen Coca-Cola update its packaging design in the last few months. Last April, we announced a bold, minimalist new look for the two core flavors. However, while this week’s new design is consistent with logo placement, color choices aren’t minimal. Indeed, if you can hardly read it, what is the use of one of the best logos ever?