The Coca-Cola Company has unveiled a new global visual identity system that reinforces its iconic brand assets while introducing a unified packaging and design language across more than 200 markets. Rather than reinventing one of the world's most recognizable brands, Coca-Cola has focused on amplifying its heritage through a scalable, AI-enabled design platform that delivers greater consistency across packaging, retail, digital experiences and marketing.
At the heart of the redesign is the philosophy of making "Coca-Cola more Coca-Cola." The refreshed identity strengthens the brand's most distinctive visual elements—including the Spencerian script, Dynamic Ribbon, Arden Square and the signature red-and-white colour palette—creating a cohesive system that is instantly recognizable regardless of where consumers encounter the brand.
One of the most noticeable packaging changes is the return of the vertical Coca-Cola wordmark on beverage cans, replacing the horizontal orientation used in recent years. Multipack cartons have also been redesigned, featuring horizontal can imagery and a more prominent Dynamic Ribbon, while the iconic Arden Square has been reintroduced as a key visual asset across the portfolio. These changes simplify shelf communication while reinforcing brand recognition.
The refresh also introduces a new visual identity for Coca-Cola Zero Sugar. The redesigned packaging features a white Coca-Cola logo, larger "Zero Sugar" typography and a bold black Dynamic Ribbon, while PET bottles retain their distinctive black caps. The updated design aligns Zero Sugar more closely with Coca-Cola's core identity while preserving clear differentiation for consumers.
Developed in collaboration with leading creative agencies JKR, Superultrarare and Brody Associates, the project extends beyond packaging design. Coca-Cola has introduced an immersive digital Brand Center alongside proprietary Design Intelligence tools developed with Adobe. Powered by AI models trained on Coca-Cola's extensive brand archive, the platform helps designers, marketers and agency partners maintain consistent branding while accelerating creative development across global markets.
The refreshed identity is rolling out across Europe, the Middle East, Latin America, Asia and India before expanding to additional markets in 2027. By combining iconic brand heritage with AI-enabled design governance, Coca-Cola is demonstrating how digital innovation can strengthen global packaging consistency while preserving the timeless visual assets that have defined the brand for more than a century.