Turner Duckworth created a fresh look for autumn with the national release of new Diet Coke packaging. As it was the number two sparkling beverage brand in the US, consumers were already familiar with Diet Coke. The Coca- Cola Company North America challenged us to extend that confidence to packaging. The resulting design provided a bold perspective on this iconic brand by focusing on the union of the ‘D’ and ‘k’ as the key recognisable elements of the logo. The crop is at the centre of a visual identity which appears in point of sale and advertising for Diet Coke.
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