Over the years, Coca-Cola’s visual identity had become cluttered and uninspiring, diluting the brand’s iconic status. The brand was losing its charm and cultural relevance. Coca-Cola developed a new creative idea with the goal of setting the brand back on track. This idea was "Coke brings joy", a simple statement about the happiness the product brings.Moira Cullen, Design Director at The Coca-Cola Company, challenged us with taking this idea and designing a new visual identity and packaging system that would allow the brand to shine again.