![Happiness Factory packaging](https://barrydeck.com/wp-content/uploads/2020/12/HFassembly.jpg)
project //
Coca-Cola
I led the team at Ogilvy & Mather that was asked by Coca-Cola’s design excellence team to help re-position the brand for the 21st century. First, we re-designed the master brand (the one in the red can) and sugar-free brands, then helped launch Coke Zero, the first sugar-free cola marketed to men, and the company’s most successful new beverage in decades. We also proposed an online system for creating design mechanicals, which has saved the beverage giant hundreds of millions annually since its 2007 launch. Later on, I helped with a variety of brand development projects, campaign graphics, and system guidelines.
![Coca-Cola cand before and after](https://barrydeck.com/wp-content/uploads/2020/12/beforeAfter.jpg)
Simplified Brand Iconography | 2007 | Before our relaunch, (left) outlines, drop-shadows, mechanical dot screens, bubbles, and stripes were reproduced globally even in logos. On the right, after we stripped the brand’s core iconography down to its essence.
![Coca-Cola brand research](https://barrydeck.com/wp-content/uploads/2022/07/cokeBIG_exploration_01.jpg)
![Coca-Cola brand research](https://barrydeck.com/wp-content/uploads/2022/07/cokeBIG_exploration_03.jpg)
![Diet Coke Fantasy by Ali Madad at Ogilvy's Brand Integration Group](https://barrydeck.com/wp-content/uploads/2022/07/cokeBIG_exploration_05.jpg)
![Coca-Cola mural](https://barrydeck.com/wp-content/uploads/2022/07/cokeSubway.jpg)
![Coca-Cola ceiling danglers](https://barrydeck.com/wp-content/uploads/2022/07/KOdangler.jpg)
![Coca-Cola delivery truck](https://barrydeck.com/wp-content/uploads/2022/07/truck.jpg)
![Coca-Cola urban mural](https://barrydeck.com/wp-content/uploads/2022/07/cokeOnBuilding.jpg)
![Coca-Cola Happiness Factory packaging](https://barrydeck.com/wp-content/uploads/2020/12/happinessFactoryPackages.jpg)
Happiness Factory Packaging | 2008 | Rolled out in stores globally.
![Coca-Cola Light on Construction Scaffold in Berlin](https://barrydeck.com/wp-content/uploads/2022/07/cokeBIG_exploration_04.jpg)
![Coca-Cola Light ceiling dangler](https://barrydeck.com/wp-content/uploads/2022/07/DKO_dangl.jpg)
![Coca-Cola Zero Billboards](https://barrydeck.com/wp-content/uploads/2022/07/tokyo_billboards_2.jpg)
![Coca-Cola Zero vending machines](https://barrydeck.com/wp-content/uploads/2022/07/zeroAirportTerminal_00.jpg)
![Coca-Cola Zero bus shelter](https://barrydeck.com/wp-content/uploads/2022/07/91347167_868f075d3e_b.jpg)
![Coca-Cola Zero Bus Shelter](https://barrydeck.com/wp-content/uploads/2020/12/250811755_345bf4242b_b_03.jpg)
![Coca-Cola brand development projects](https://barrydeck.com/wp-content/uploads/2020/12/cokeBrandDevelopmentProjects.jpg)
Brand Development Projects | 2007-09