Happiness Factory packaging

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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‚Äôs 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

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
Coca-Cola brand research
Diet Coke Fantasy by Ali Madad at Ogilvy's Brand Integration Group
Coca-Cola mural
Coca-Cola ceiling danglers
Coca-Cola delivery truck
Coca-Cola urban mural
Coca-Cola Happiness Factory packaging

Happiness Factory Packaging | 2008 | Rolled out in stores globally.

Coca-Cola Light on Construction Scaffold in Berlin
Coca-Cola Light ceiling dangler
Coca-Cola Zero Billboards
Coca-Cola Zero vending machines
Coca-Cola Zero bus shelter
Coca-Cola Zero Bus Shelter
Coca-Cola brand development projects

Brand Development Projects | 2007-09