Brand Positioning - Brand Identity - Brand Architecture - Design Strategy - Focus Group - Naming Strategy - Storytelling - Visual Identity - Concept Development - Key Visual Development - Illustration - Graphic Design - Packaging Design - Adaptation Design -
Client: The Coca-Cola Company
Brand: DORNA
Project: K-Water Unification Initiative
With a large water portfolio of more than 40 smaller local brands throughout Eastern Europe, The Coca-Cola Company wanted to explore an opportunity to consolidate their brands into one identity.
But what could be a common mission and brand vision for these brands to become one? Could we identify a narrative that would appeal to everyone as well as an inspirational design target that most would be able to relate to?
With a new sustainable plant-based bottle from TCCC that decomposes 100%, we were asked to develop several concepts reconciling consumers’ beliefs towards progress, technology, life-styles and the natural world.
There was an immediate expression from consumers to be part of something bigger. A common attitude. A common goal. Something that was locally relevant but regionally ambitious.
“My local brand is driving change to become part of a regional achievement.”
“I feel connected to my own nature through a common way of thinking and approach.”
“I feel encouraged to make better sustainable choices together.”
“I feel determined to make progress and be part of a larger transformation.”
Our winning concept based on TRANSFORMATION was the one that was most rooted in the mindset and belief system of our target audiences and equally felt by the client to have the most visual impact across touchpoints in terms of recognisability and flexibility.
For the initiative itself, The Coca-cola Company went onto explore opportunities within shared value opportunities with local and regional charities. They also evaluated the potential online success of a more elevated social media platform, allowing consumers to propose and engage in programmes and other schemes supported by participating companies and organisations to preserve water resources and reduce the impact of plastic and pollution towards a cleaner and greener environment.
“We are more powerful together. By acting as ONE, we can transform ALL our lives for the BETTER”.
