- Agency: JKR
- Client: Coca-Cola
- Category: Print Design — Beverage
- Location: London, United Kingdom
- Project Brief: Develop a cohesive global print identity that reinforces Coca-Cola's iconic visual assets across markets through consistent, recognizable, and adaptable brand communications.
A 140-year-old brand doing beverage print has one job: protect what already works instead of messing with it. Coca-Cola's "Iconic Everywhere" gets that. It unifies the brand across 200 markets by turning up the volume on what people already recognize, not by redrawing any of it.
The work spans nearly every print surface, from backlit rooftop billboards and large-format building wraps to napkins, packaging, and collateral, and the Arden Square holds it all together. That red logo tile comes back as the anchor on every execution, so whether it lands on vinyl or a paper sleeve, the piece reads as Coca-Cola from a block away.
The headlines are where it gets clever. One word each, "Aaahhhh," "Santé," "Bien," "Fría," "Mejor," set in a serif display face next to the familiar script, and the identity holds up whether the word is a sigh or Spanish.
Then the photography closes the deal. Condensation, rising bubbles, a bottle cap caught mid-pop, all shot tight enough to make you thirsty, and printed big on weatherproof outdoor stock so the red and white stay unmistakably Coke at scale.
