By analyzing the different signs used by the old Coca-Cola-water drop, color, font, round sign and bottle shape, the designer found that all the signs except the bottle used the same brightness, and no part could stand out. As a result of the survey, customers are more interested in some of these things. It is particularly worth mentioning that the outline of the bottle can effectively arouse nostalgia, arouse people's refreshing feeling and get recognition.
Coca-Cola's red color and font are effective entry points for its brand. But the outline pattern of the bottle, like Nike's hook, surpassed its will and became a symbol. The designer found that the word "forever" contains the same emotional factors as the round seal.
By re-emphasizing these elements and splashing water droplets in the new brand image, designers integrate the emotional value of elements into them in a novel and relevant way. They added words such as "forever", "delicious", "unique" and "refreshing" to the classic packaging of Coca-Cola, and re-enabled the familiar green Coke bottle, further concretizing these nostalgia.
The new design elements were applied to196 Atlanta Olympic Games and198 World Cup, and achieved great success. The designer of Gobe said: "Now Coca-Cola can better grasp its own trademark according to different degrees. For example, they can establish a special activity connection, which looks the same on the surface, but in fact it has been changing. Once this prominent content changes, its connotation will also change. "