A robust pack architecture should be just that.

Coke are relaunching the original lemon flavour after being discontinued back in 2006.

Interestingly, here they have opted for a background vignette from red to yellow which moves away from the usual solid background flavour signalling across the portfolio. This new design also features an illustration of a fizzing lemon.

The first thing to note here is that they’re moving away from an architecture that has already been established. In my opinion, this undermines this pack architecture and creates more of a ‘differentiated’ offering rather than a flavour extension.

The addition of the fizzing lemon also conjures up certain ‘plink plink fizz’ connotations from the pharmaceutical sector.

I’m not sure of the logic behind any of the above. If you have a robust architecture, it’s there for extensions to fit into rather than to be challenged on a whim when a new or previous flavour is re-introduced into the portfolio.

The ‘white out’ and ‘black on’ colour options for the logo type are the only things kept, and clearly this causes an issue for the full sugar white logo on a yellow background.

Maybe, this robust architecture isn’t quite as robust as they thought.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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