Coca-Cola refreshes its look without rewriting the recipe

The Coca-Cola Company has unveiled a new global visual identity system, introducing a refreshed design aimed at creating greater consistency across its marketing, packaging and consumer experiences in more than 200 markets.

The refreshed identity, which is now rolling out across Latin America, Europe, the Middle East and Asia, is built around the principle of ensuring every brand execution is instantly recognisable as Coca-Cola.

At the heart of the update is a stronger emphasis on the brand's core visual assets, including its signature red and white colour palette, Dynamic Ribbon, Arden Square and Spencerian script. These elements will be more prominently featured across product packaging, retail environments, equipment and digital touchpoints.

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As part of the refresh, Coca-Cola zero sugar will also receive an updated design that leans further into the masterbrand's visual heritage while maintaining its own distinct identity. Changes include larger "zero sugar" typography, a more prominent black Dynamic Ribbon on cans and a black bottle cap on PET packaging.

Supporting the global rollout is the launch of a new immersive brand center, alongside a suite of AI-powered design intelligence tools. Developed for Coca-Cola's internal design and marketing teams as well as its agency partners, the platform is intended to help maintain brand governance, improve creative workflows and ensure consistency across markets.

"Coca‑Cola is one of the most recognised brands in the world, and with that comes a responsibility to keep evolving” said Arnab Roy, president, Coca‑Cola global category.

He added, “This refresh is about being clearer and more consistent in how we show up, wherever people experience our brand. By building on the things people already know and love, we're creating a stronger foundation for growth while staying unmistakably Coca‑Cola."

In tandem, Rapha Abreu, global vice president of design at The Coca‑Cola Company adds, “For over a century, Coca‑Cola has been a global symbol of optimism and authenticity. Now, with one seamless visual identity, we can deliver one recognisable brand experience to consumers.”

MARKETING-INTERACTIVE has reached out for more information. 

Coca-Cola's refreshed identity comes as major global consumer brands continue to sharpen their visual systems to stand out in increasingly competitive markets.

Last month, KFC unveiled a global brand refresh as it looked to capitalise on growing demand for chicken, introducing new menu platforms, modern restaurant formats and an updated visual identity. The fast-food giant said the move was designed to differentiate the brand in an increasingly crowded chicken category while creating more personalised and dynamic dining experiences.

Speaking to MARKETING-INTERACTIVE at the time, Jack Foley, CMO of KFC South Asia, said Asia remains one of KFC's most important growth markets globally, describing the region as home to some of the brand's largest, most innovative and fastest-evolving markets. He added that the region would play an instrumental role in bringing KFC's next chapter to life through local consumer insights and market-specific adaptations.

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