Coca-Cola. Not that I drink the stuff much anymore – these days, maybe as a mixer – but it’s impossible to ignore. Sure, it’s a drink. But really, it’s a feeling, a memory, a symbol of something bigger. A masterclass in storytelling, emotional connection and cultural relevance.
Maybe that’s the 90s kid in me talking – or maybe it’s the designer of today.
Growing up in the 90s, some things just hit different. Purple camo cargos, a knitted beige cardigan, a Game Boy in one pocket and a can of Coke in the other – isn’t it iconic, don’t you think? Friday after school? Sacred. Weekend made. Boom. Head home, fire up the N64 and get lost in Golden Eye while that icy red can sweated on the side. The fizz – the pop, the rush – it was a vibe.
I still remember asking my dad for loose change, sprinting to the local newsagent (ironically, just on the corner). Bell jingling as I stepped inside, eyes locked on that iconic red label in the Coca-Cola branded fridge. If I was lucky, I’d score a glass bottle – the gold standard, the ultimate flex with my mates.
But it went beyond the drink. I mean, think about it – how do you even describe the taste of Coke? What really pulled me in was the design. The feel of the can in your hand (or the bottle, on a good day). The crisp logo. The bold red. Even as a kid, I could sense it – this wasn’t just about the product. It was about the experience. Something I now build into the work I do with major brands around the world.
Maybe that’s what got me into design. Maybe that’s where it all started – a spark that went from sketching logos (or could have just been that S thing we all used to draw) in schoolbooks (sorry Mrs Smith) to a career in design and now, creative direction (not sorry Mrs Smith).
Coke didn’t just serve a drink – it sparked something. And decades later, that spark still lingers.
A cultural icon in a can
Like other greats – think Nike – Coca-Cola’s genius is in the storytelling. Just as Nike doesn’t sell trainers; it sells drive. Identity. Empowerment. Coke doesn’t sell cola; it sells moments. Happiness. Togetherness. Like a shaken can, bubbles of nostalgia burst free – fizzing with feeling.
Coke is etched into the cultural mountain – into our pop culture. Cracking open a tab unleashes something deeper. A feeling. A memory. Like blowing into a SNES cartridge – it just pops differently. (Apologies to my fellow designers for the use of ‘pop’ – you know what I mean.)
And that, ladies and gentlemen, is the power of great branding: the ability to go beyond function and become something people feel.
The minute that Christmas truck rolls onto the screen with “Holidays are Coming”, we know – it’s that time of year again. Or “Share a Coke” – that wild hunt for a bottle with your name on it. I never found mine (cheers, Coke), but that’s the point – it worked. You felt seen. Part of something. That’s powerful branding.
And before all that? “I’d Like to Buy the World a Coke.” A cultural anthem masquerading as an advert. A warm, fuzzy, peace-and-love moment, bottled and served to millions.
These campaigns sold belonging first, drinks second. They grabbed attention and earned affection.
Design that speaks volumes
(like a Sony Walkman)
Red and white. A simple swirl. A bottle shape recognised in every corner of the globe. Like a fossilised Rolex, Coca-Cola’s brand identity is timeless. While others chase trends, Coke creates them. They’ve mastered the art of visual consistency – but more than that, they’ve decanted emotion into every element.
The logo? It transcends typography – it’s a trigger. For memories. For feelings. For a time and a place. Like that moment the can dropped behind the vending machine flap – cold, perfect, fizzing with anticipation. It’s why that fridge in the corner shop felt exciting. The colours, the fonts, the packaging – all the ingredients to create an icon.
Brand heritage meets brand reinvention
Here’s the thing: Coca-Cola could’ve hit the pause button on the VHS. It could have rested on its legacy. Many brands do. But they didn’t. Instead, they’ve spent decades walking the line between nostalgia and reinvention. From polar bears in the 90s to today’s digital campaigns and collaborations with artists – Coke stays fresh while staying true.
“Taste the Feeling” – emotional storytelling. Limited-edition cans – design innovation. AR experiences – digital engagement. Coca-Cola knows how to stay in tune with the moment without losing its roots. That’s rare. That’s why it’s not just remembered – it’s still relevant.
The takeaway
(and not just with a Big Mac)
As someone who lives and breathes design and brand, Coca-Cola is the gold standard. Not because they shout the loudest, but because they connect the deepest. They understand that branding isn’t about what you sell. It’s about what people feel when they see, hear or think about you.
Whether or not you drink it, you can’t deny the impact. It’s the brand that turned fizzy brown sugar water into something iconic.
That’s the kind of branding we all aspire to. The kind that lingers, inspires and – if you’re lucky – sparks a career.
Respect where it’s due.
