Cola: Simpler and Sexier

“Fall is all about new looks and new energy, making this a great opportunity to give the Diet Coke can design a refreshing uplift that celebrates the season. This new concept will only be around for a short time.” - William White, group brand director for Diet Coke and Coke Zero, Coca-Cola North America.

 Cola the King in soft drinks turns 125 this year and that just means one thing – a superabundance of limited edition designs. And the icing on the cake is that most of these awesomesses will be born at Turner Duckworth‘s San Francisco studio. This one though is about the original’s slimmer cousin – Diet Coke. Introduced in 1982 Diet Coke became the first ever extension of the Coke name. This new limited edition design is slated for release in September across the US and just looks great.

Turner Duckworth have retained the very familiar bare aluminum finish with oversized red and black letters dominating the surface. The new design super-magnifies a segment of the existing typography where the “D” of Diet rests atop the “k” of Coke. This is in keeping with the overall design philosophy at Coca – Cola over the last few years. Simple and beautiful, clear and impactful. This is a daring move and for the first time we find the ‘Diet-Coke’ brand mark being tucked into a design element rather than a dedicated feature – and we love it.

It’s a slightly arrogant statement as well – Diet Coke is undoubtedly the world’s biggest selling diet cola in the  world – you don’t have worry about being recognized