Bread Line Design

Over the last few weeks Coca-Cola have rolled out their new look can over the UK. In true minimalist style they’ve stripped the design back to its bare brand bones, the name and a single flowing white line. Bevels, colours, shadows and supporting graphics have been cast aside in order to push the iconic two colour design and flowing stripe.

It’s a good move. The design is striking, if only because we’re so used to seeing the cylinder in its Saturday night best vying for attention next to its equally noisy shelf rivals. It harks back to Cokes southern American roots, and gives the can a real “classic” feel.

The re-design is most likely a strategic decision. Pepsi have gone to town of late with their cans clothing, and to go left when the opposition goes right is always a bold move, especially for a brand as weighty as Coca Cola. Such a change helps differentiate one brand from the next, but perhaps more importantly allows for a fresh canvas for whatever marketing move they make next, which in today’s ever changing society you can bet will be sooner rather than later.