可口可乐改变了饮料的包装-助和品牌设计

可口可乐改变了饮料的包装

行业：品牌资讯

可口可乐为了统一其饮料的包装，改变了饮料的包装。原糖和零糖在其签名下的变体红色，并鼓励更多的人尝试无糖的版本。从今年9月起，这两个系列的罐装和标签瓶的包装将全部为红色，但顶部将有一条彩色条纹，以区分这款饮料：红色代表原味，黑色代表零糖。现在包装上更显眼的红色已经和可口可乐联系在一起130多年了。 “零糖罐”的新设计将采用全红色，中间是可口可乐公司长期使用的白色商标，顶部是黑色横幅，上面写着“零糖罐”。白色无衬线，全大写。这取代了之前的设计，以前的设计是一个黑色的罐子和一个红色的圆圈，没有横幅。“零糖”还可以包含“新改良口味”等字样。这一变化将鼓励更多的人尝试可口可乐零糖饮料，将这两种饮料更接近视觉效果。伴随设计变化而来的广告口号是:无论如何，保持原汁原味。这一设计变化将适用于可口可乐原汁原味、零糖以及最近推出的零糖樱桃、零糖桃子和零糖香草口味的饮料，这些饮料的横幅颜色各不相同。

Coca-Cola has changed the packaging of its drinks in a bid to “unify” the original and zero sugar variants under its “signature” red colour and encourage more people to try the sugar-free version. From September, the packaging of cans and label bottles across the two ranges will be in full red but will have a coloured band across the top to distinguish which version of the drink it is – red for original taste, black for zero sugar. The red colour that will now feature more prominently on the packaging has been associated with Coca-Cola for more than 130 years. The new design of the zero sugar can will be in full red, with the long-standing white Coca-Cola wordmark across the middle and a black banner at the top with the words “zero sugar” and beneath this “no calories” in white sans-serif, all-caps. This replaces the previous design, which featured a black can with a red circle and no banner. The zero sugar can also previously included the words “new improved taste” following a recipe change in 2016 – this has been removed from the new look. The original flavoured Coca-Cola can will now say the words “original taste since 1886” on its banner. The drink bottles will also have a coloured cap to denote which variety they are. As well as “unifying” the range, the brand hopes the change will encourage more people to try Coca-Cola zero sugar drinks through bringing the two variants closer visually. The tagline for the campaign that will accompany the design change is: “An original taste, one way or another”. The design changes will apply to drinks including Coca-Cola original taste, zero sugar as well as the recently introduced zero sugar cherry, zero sugar peach and zero sugar vanilla versions, which will each have a different colour for their banner.

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