To bring young Chinese urbanites back to the brand, Coca- Cola needed to appeal to their sense of style with the sleek can, a slender single- serve format with an appealing appearance, to be established as a more premium and contemporary Coca- Cola format.

Our objectives were to increase brand love and sales of Coca-Cola’s sleek can with a packaging- driven campaign and concept that would work straight from the shelf.

We started by identifying meaningful cultural details of each city to integrate into character designs. Some details were made obvious, while others were discoverable only upon a second glance cities.

For example, Charismatic Beijing is a man of bold stature with a strong jawline creatively formed by the Great Wall. Easy-going Chengdu rests her cheek on her hand with a panda on her head that doubles up as her hair! And Spicy Changsha fires up the party like a lit match or a hot chili.

We engaged renowned illustrator Noma Bar for designs in the simple, bold, and iconic Coca-Cola style.

From the packaging, Faces of the City led consumers to a digital experience in partnership with Baidu. Scan the graphic, and bring the design to life in an augmented reality animation.

The cans were distributed nation- wide.