Coca-Cola's Chic Aluminum Look

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Brand identity and packaging design firm Turner Duckworth won Best in the Beverages Category in the 2008 Pentawards packaging design competition for their design of the Coca-Cola Aluminum Bottle. The co-principal Bruce Duckworth says: “As a successful brand becomes familiar, adding new graphics is the easy answer to keep it fresh. But over time the brand is diluted. Sooner or later you need to return to the basics. This is what we have done with Coca-Cola. You need only a slice of Coke’s script to know it. The bottle shape remains the same but in a very contemporary new material. The result is packaging that feels at once familiar and new.”

Nate Burgos

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