Design concept of “WAVE”:

The “WAVE”-concept thrills Coca-Cola and design enthusiasts with a modern and timeless design language. The exciting presentation of one of the Coca-Cola key design elements is combined with clear and simple lines. This leads to an emotional and stylish presentation of the iconic 1L-bottles inside. The unique design can be integrated easily into modern living environments and appeals to various target groups (singles, families, seniors). The optimally achievable utilization in logistics is achieved by a 12-bottle-crate. This provides varied applications in different scenarios (family-household, barbecues, shared flats, etc.) with the target groups and offers the freedom to combine several Coca-Cola products. To transport the weight of a 12-bottle-crate easily and conveniently, rubberized grips are used.

“WAVE” combines practicality and style to an object, which everyone is proud to present in home environments.

David Butler, Vice President of Global Design at the Coca-Cola Company, is enthusiastic about the young german creatives.

“I’m quite excited about what I have seen.”, said Butler. The “Coca-Cola Design + Award” is oriented on the Coca-Cola sustainability strategy “Live Positively”. The packaging is one of the focuses of the worldwide strategy. Coca-Cola Germany is using the contest as an opportunity to support young designers and promote creativity. The way the award was made up should also raise awareness of the increasing demands on sustainability: after all, environmental-friendliness and demographic changes like changing household sizes due to increasing numbers of singles and seniors should be reflected in the design’s form and function.

Designed by ENTWURFREICH, Germany.

Designed by Landor, San Francisco

Creative Director: Tosh Hall

Design Director: Ryin Kobza

Senior Designer: Daniel D’Arcy

With Manufacturing services provided by Berlin Packaging, the new package recreates the shape of XANGO’s soft-shouldered tapered glass bottle in PET with subtle adjustments to accommodate the limitations of blow molding. A full shrink wrap was used to help retain the look of glass, and the filling process was changed from hot fill to aseptic fill to maintain the juice color, flavor and phytonutrient content while also saving energy.

Among the benefits:

• Bottle weight plummeted from 508 grams to 74, substantially lowering shipping costs and enabling reductions in secondary packaging.
• The lighter weight allowed a single-wall outer carton to replace a double-wall box, while eliminating package breakability permitted corrugate to replace polystyrene for bottle separation during shipment.
• Waste was substantially reduced by eliminating bottle breakage, cutting secondary packaging needs and eliminating bottle breakage.
• Recyclability was improved by replacing the outgoing glass bottle and metal closure with a PET bottle and polypropylene closure.

According to a lifecycle analysis based in part on the Walmart packaging scorecard model, the transition to PET also yielded a 34% reduction in energy use and 64% reduction in greenhouse gas emissions – even before freight savings – with a savings of 57 million pounds in annual materials and 2,039 metric tons in annual CO2 emissions.”

Designed by Struck

The product’s new packaging solution, already an award winner, was created by independent and international creative design agency Design Bridge and launched, throughout Spain with a new campaign, during April.”The previous packaging wasn’t playing the role of a premium flagship in the San Miguel portfolio. Consumers confused San Miguel 1516 with a strong beer whereas it is actually a Pilsner Lager. The new design has been tested and the results clearly indicate a significantly higher overall evaluation among consumers. In addition the new shape of the bottle is liked, combined with crafted detail the results are an attractive and eye-catching design.”Grupo Mahou-San MiguelDesign Bridge stripped back the design, letting the purity of the beer speak for itself. The bottle’s new profile mirrors curve of the San Miguel logo.

In place of a large label the name 1516 has been embossed on the glass with the message ‘according to the law of purity’ offering a self-assured, bespoke finish to appeal to the brand’s sophisticated consumers.- Design BridgePerhaps as a reference to the Conquistadors of the 15th, 16th and 17th century, the original design featured a distinctive and heavy handed use of gold, a treatment that has become a fast track route to perceived quality. Saturation, due to lower print-finishing costs and subsequently disingenuous usage, left the bottle looking unsophisticated and far less premium in a growing and increasingly selective market. Design Bridge’s solution truly strips back this tired aesthetic and places far more weight on a proprietary structural design over conventional graphic design. The brand, built around time as a resolution of experience and knowledge from which quality is derived, has been distilled into a new structural design that ties the product far more tangibly to 16th century craft by mixing contemporary manufacturing processes with traditional bottle aesthetics, while cross pollinating three dimensional design cues emerging from the premium spirit range (see Design Bridges work for Plymouth Gin) and dropping the heavy use of gold foil.

A smart combination of fuller shoulders and a broader neck gives the bottle a proud masculine stature and the beer a robust and hearty character while the raised and stacked composition of a tighter serif and slab serif details delivers a traditional craft-like aesthetic that is unapologetic in its simplicity and clear in its historic reference. The label-free front panel really makes the most of the rich brown tone of the glass, compliments the warm amber of the beer and offers a clear view through the bottle emphasising an unmatched purity.

Like the shoulders, neck and raised details of the new bottle the label has a far more of a proprietary shape and mixes graphic assets such as a simplified seal, a red, white and black colour platte and a very subtle gold highlight to contribute to a heraldic/royal sensibility that resonates well with the idea of exceptional quality. Its weightier typography, reduced content and simple vertical layout appear confident in the structural design’s ability to communicative the proposition, a direction that is also reflected in the self assured absence of the word ‘Premium’.

Design Bridge has infused an authentic representation of a 16th century brewing technique into a 19th century brand for the 21st century market. It offers an iconic aesthetic without the saturated premium cues of the category through a contemporary retrospective understanding of structural design that draws the line at false glass impurities and varying wall thicknesses while retaining the right amount of historical influence.

Opinion by Richard Baird

In business since 2010, serving various types of coffees, including the traditional Gourmet Espresso, latte, macchiato, caramel latte, cappuccino, hot chocolate, iced coffee drinks, cold drinks without coffee, milkshakes.

All design/brand, artwork and final presentation is a concept created by Guilherme Karklin