New designs for Coca-Cola, Pepsi, and HEDY

At the beginning of this year, Coca-Cola first introduced silver-wrapped DTET COKE, DIET LIGHT, decaffeinated DTET COKE, COCA-COLA LIGHT and lemon-flavored DTET COKE in the US market. The fresh and bright packaging design made Coke's packaging even better. .

The American Coca-Cola Company claims that this new design is to restore and strengthen the communication between the product and the consumer. The current popular packaging on the market was designed in 1997, and the design of the new packaging is only a minor change, and the graphical improvement is also very small. Its design ideas still retain many of the elements that were previously familiar. The fluttering ribbons designed in 1997 were once again reflected in the packaging of DTET COKE and COCA-COLA LIGHT. The theme of the streamer is not only closely related to the traditional design ideas of Coca-Cola, but also adds to the fun and vitality. In addition, the silver color gradient improves the outer packaging of the product at the same time.

The new graphic design launched by PEARFISHER in London is refreshing. When customers interact with this unique product, they naturally think of the Coca-Cola brand.

In fact, consumers play a key role in the packaging design process. Coca-Cola said that before we improved our design, we had conducted an in-depth market survey of consumers from different cultures around the world.

In competition with Coca-Cola, PepsiCo made bolder and refreshing changes in the packaging of both Pepsi-Cola and caffeine-free Cola products. This new packaging is carefully designed by landorassociates. The red, white, and blue Pepsi balls are designed to be larger and more prominent. The printing of the pepsi font is also bolder and more innovative. The silver embellishment makes the packaging even more popular and stylish! The design of high-bright crushed ice in the blue background makes the picture more dynamic and three-dimensional. The "pepsi" font on the top of the can ends around the container instead of only one side. This fashionable and popular design can be seen in many places in the United States and Canada, such as Pepsi plastic bottles, cans, cups, vending machines, visual refrigerators, and advertising signs. In addition, there will be a moderate amount of adjustment to mimic this new packaging style.

Dawn Hudson, President of American PepsiCo, stated that "Pepsi's new packaging is full of vigor, courage and passion. It will give people such characteristics. The packaging design represents a corporate image, more modern packaging. The design embodies the youthful spirit of Pepsi.” Interestingly, Pepsi claims that this improvement is only the tenth improvement in its packaging history.

Turning 7up upside down is dnL. Perhaps this is what Dr. Pepper/Seven Up hopes to cause a strong reaction from Coke consumers in the first show of the seven-up “dnL”? Just as the use of "NUCOLA" instead of "UNCOLA", it may be a very clever idea to interpret 7UP upside down. The packaging and taste of DNL products have passed the test of time, and their packaging marks have given consumers a new perspective.

Kelli Freeman, the company’s trademark marketing director, explained that “People naturally reverse the 7up. We use transparent bottles instead of green bottles. We have green cola instead of colorless cola. Our products also contain caffeine. , so it doesn't have a lighter lemony taste but a very strong fruity taste."

Freeman introduced dnL to respond to the rapid innovation of the beverage industry and to meet the different needs of young people and young people. By investigating consumers of different ages, it can be learned that people at all stages of their lives are skeptical of their current status, and challenging ideas and events mean a storm. Therefore, the overall positioning of dnL is to realize different market prospects based on people's needs.

Freeman claimed that "we plan to develop more suitable packaging through in-depth investigation of customers. After feedback from a large number of customers, we understand that consumers want to design themselves. We do not design the 7UP logo on the bottle body, so there is such a case. In one case, people will have a sense of pride after completing their own work.The logo is designed on the bottle cap, and if the consumer has any questions about the product, it will only believe that dnL is actually just a flip of 7UP. ”

Freeman said that 7up, as a new product, will face more difficulties than expanding the production line. She also said that dnL has special capabilities that customers can express as a kind of taste that can be appreciated from citrus lemon to citrus. Taste, and become a happy subject of distribution. dnL is a green sign because it means we have a unique product. In the early days when dnL was put into the market, people were surprised at the design of its inverted logo!