Coca-Cola is one of the most popular brands in the world, from signature glass bottles to red and white logos. Although the brand evolved, many of the main characters can be found in 1886 when Dr. John Pemberton served the world’s first Coca-Cola at Jakob Pharmacy in Atlanta, Georgia.
“When you look closely at Coca-Cola, you realize that the design has been part of our history from the beginning,” said Rafa Abru, vice president of global design at Coca-Cola. “Ever since we got the right balance of water, syrup and carbon, there has been a lot of thought about how the product was designed and shaped by our careful design of the bottle.”
Fast forward 135 years and the world has changed dramatically. Today, Coca-Cola is one of the world’s largest beverage companies, selling hundreds of brands to consumers in more than 200 countries. Jacob’s pharmacy is long overdue, but it is the headquarters of a global Coca-Cola company a few miles away – some things always remain the same.
“The current global design team is one of the many impressive design teams,” he said. “We are 135-year-old trademark keepers. Our goal is to maintain a strong creative and design spirit and to build a foundation for innovation for another 135 years. I’m just happy to contribute. One brick for our brand history.”
Designing for a physical product in the digital world
Instead of the yoghurt in Japan, the taste of cumin in India, Coca-Cola brands touch on environmental choices to influence everything from product development to marketing to design. He said the global reach of Coca-Cola will keep the company fresh.
“Large international enterprises typically move very slowly, but we take advantage of the fact that Coca-Cola is everywhere,” he said. “We have people who help local consumers around the world and inspire us to grow the brand in a new and innovative way. I love diversity and inspiration; it’s fundamental to creating better designs.”
Used by international and local design teamsAdobe Creative CloudApps to create all designs for each Coca-Cola brand. Designers cover all aspects of production, from logos, websites and billboards to bottles, labels and packaging. International teams can easily share files while working in Adobe Creative Cloud and collaborate on design ideas to support the company’s strong global brand.
“This is the digital world, but Coca-Cola will always be a very physical product,” he said. “Many of our designs include not only what people see, but also what they pick up, feel, unlock and taste. That’s why 3D design is so important to us. We can create what you can choose. Take a closer look.
When testing a new or updated brand design, the global design team is usually based on a very handmade process. They print digital designs so you can hire an agency to wrap labels around aluminum cans or create physical jokes. In recent years, the team has moved to digital mockery to create designs to better explore designs, exchange ideas, and invite feedback from businesses around the world.
But to launch one of the company’s new brands, the global design team has taken a completely different approach, called Virtual Photography, and has developed a full-fledged in-house branding concept, visual branding options, and virtual photo shoots in 3D. InAdobe Elemental 3D Stager.
Using 3D for virtual sprints with an international team
Topo Chiko is a clear, sparkling mineral water with a strong ritual. Mount Topo Chiko, a mountain near Monroe, Mexico, near the Sero del Topo Chiko, is a popular blend of mineral and carbon. The Coca-Cola Company has decided to build this brand by developing a new type of hard alcohol with strong and hot flavors.
Topo Chiko Hard Celtzer is a new venture for Coca-Cola, the company’s first alcoholic beverage in the United States. But together he saw this jump as an exciting opportunity for the international design team. “With smaller and newer brands, we have more freedom to experiment with design,” he said. “We want to use the tools to be efficient and bring design concepts to life quickly and in amazing ways. Adobe Sussex 3D Stage was a big part of our success.”
After receiving the creative briefing, the international design team immediately began developing a brand identity for the Topo Chiko Hard Celtzer.
“Our goal was to do everything at home using all our design resources and international talents,” said Benny Lee, design manager at Coca-Cola. “We spent a few days working on design sprints, developing dozens of different concepts.”
Designers worked togetherAdobe DescriberCan create and design ideas for the logo. But instead of publishing the designs or relying on the agency for jokes, the designers imported the Elstator file directly to Adobe Material 3D Stuart and applied it in a virtual can.
“It’s an important part of how we explore the brand in the digital workflow,” says Lee. “Adobe Substance 3D Stager allows us to skip physical teasers and quickly see feedback.
Once the concept comes to life in Substance 3D Stager, designers can quickly share their ideas, get quick feedback, and replicate the design. 3D standards have been passed around the world using 24-hour collaboration and even fast-paced designers in different time zones. Everything from the properties, lighting and camera angles were preserved for each stage, allowing for a more seamless delivery.
Not all designers have formal 3D training and do not have time to design assets to complete their show. Adobe Stoke fills in the gaps to fully realize the vision of the designers, with just a few clicks accessing a library of high-quality photographic assets. Smart search inAdobe StokePowered byAdobe SensIt has helped designers quickly narrow down searches to find the right properties.
With a large library of high-quality 3D models, Lee Adobe Stoke has helped us find the resources we need to explore branding and create real-time scenes within hours.
In the first meeting with the International Design Team, less than a week after the creative briefing, brand leaders and managers were surprised to learn that designers had twelve different design concepts for presentation. Each design is fully developed, including brand design, targeted individuals and potential sponsors.
“With the adoption of Adobe Substance 3D Stager, we have done a job that could take weeks,” Lee said. “You can’t be afraid of failing in design. Working with Substance 3D Stager, we can fall quickly, which has resulted in more experiments, more repetitions, and ultimately better designs.”
Professional, photo realistic effects from desktop
The launch of Topo Chiko Hard Celtic has given Coca-Cola a new digital approach. The international design team has proven that the internal team can deliver high quality results at a very high cost at a very low cost.
Even beyond the original design spirit, the element 3D stageer changes the photographic process. The 3D images were so realistic and clever that the results were comparable to those of traditional photography. One-third of the traditional marketing budget is typically used for photography, and switching to a 3D Stager can save hundreds of thousands of dollars in campaigns. In fact, the Coca-Cola team estimates that it has already saved more than $ 200,000 in photography costs.
“I couldn’t believe it when we launched Topo Chiko Hard Celtic, and our editors were in the news,” Lee said. “It really changes the way we work on launchers and allows us to focus on faster creative repetitions so we can get home the perfect design for products.”
“The Adobe Substance 3D Collection is a recent example of how Adobe can be created,” he added. “By making 3D design more accessible, Adobe will open up new digital playgrounds where we need to design new products and markets.
This post was created by Adobe. Interior studios.