The challenge
As part of a future vision project for Coca-Cola Company 2020, we had been asked to investigate some structural packaging innovations for CocaCola. Specifically, the focus of this concept pack was on iconicity.
As part of a future vision project for Coca-Cola Company 2020, we had been asked to investigate some structural packaging innovations for CocaCola. Specifically, the focus of this concept pack was on iconicity.
The insight
The iconicity of Coca-Cola is multisensorial. Its bottle owns the iconic shape; the can owns the iconic sound. Can we merge them?
The iconicity of Coca-Cola is multisensorial. Its bottle owns the iconic shape; the can owns the iconic sound. Can we merge them?
The idea
Lattiglia (BottleCan) is a futuristic aluminium can that condenses the entire CocaCola sensorial memory into one object.
A contoured aluminium body recalls the distinctiveness of the bottle, while the pull tab opening preserves its acoustic signature.
The result is a hybrid that bridges past and future and embodies sensorial codes that Coke built over more than a Century—while leveraging aluminium’s circular nature, infinitely recyclable and requiring up to 95% less energy when reused.
Lattiglia (BottleCan) is a futuristic aluminium can that condenses the entire CocaCola sensorial memory into one object.
A contoured aluminium body recalls the distinctiveness of the bottle, while the pull tab opening preserves its acoustic signature.
The result is a hybrid that bridges past and future and embodies sensorial codes that Coke built over more than a Century—while leveraging aluminium’s circular nature, infinitely recyclable and requiring up to 95% less energy when reused.
The result
A speculative pack that fuses two of the most iconic brand assets into a single, future-ready experience.
A speculative pack that fuses two of the most iconic brand assets into a single, future-ready experience.
CLIENT: THE COCA COLA. COMPANY
AGENCY: LEO BURNETT
SENIOR DESIGNER: FABIO MIITO
ART DIRECTOR: FABIO MILITO
PHOTOGRAPHER
STRUCTU
AGENCY: LEO BURNETT
SENIOR DESIGNER: FABIO MIITO
ART DIRECTOR: FABIO MILITO
PHOTOGRAPHER
STRUCTU
