They had done it before, using their design talents to elevate the "Share a Coke" campaign to a visual success. Now came the campaign’s next iteration – "Share a Coke and a Song" – and a new host of challenges for
For inspiration, they dug deep into
To understand the process that went into designing the look of Share a Coke and a Song, we recently spoke with three
Frederic Kahn, Design Director
The veteran designer already had spent two years working on visuals for Share a Coke when the music campaign crossed his desk. Instead of people’s first names, now his team needed to incorporate lyrics. “This had to look like more than just words on a can,” Kahn said.
“We knew we would need bold music icons so that people could see from a distance that it’s music-related. Everything had to be in a music context.”
Kahn and his team went to work on the two most important facets of the design: How to treat the lyrics on cans, and how to incorporate a music-themed campaign on packaging of all kinds.
Step 1 became a study in typography.
The team dove into the
Step 2 was finding an illustrator who could make the words and music themes sing out from packaging and cans. The natural choice was Noma Bar, a graphic designer, illustrator and artist who has illustrated more than 60 magazine covers and published more than 500 illustrations. He is familiar with Coke, as he designed the Marvel-inspired
His job was: Tell a story with the icons.
James Sommerville, VP, Global Design
The nod to
The Share a Coke and a Song design was all about kissing the past hello. Old, beloved lyrics. Turntables. A stylus touching vinyl. Illustrator Bar incorporated all of those historical elements – along with heavy doses of today’s music scene, like the earbuds and boom box – into the design.
The campaign also had its challenges. The team needed to integrate the design across different shapes and packaging.
All of it fun, consistent, musical and, connected to Coke
Elyse Larouere, Design Manager
One challenge for the design of Share a Coke and a Song was “to help consumers go on this journey with us,” said Larouere. “Only instead of a name, we were now communicating lyrics, which some people might say is an even more personal connection.”
Music iconography was the vehicle with which the design team took consumers on that journey. Hence the musical notes that serve as quote marks around the lyrics. The red
All of it designed, she said, to “make the connection between written type and the iconography... so that consumers know exactly what they’re looking at.”
Like the change in font for the lyrics, the team also was challenged with how to make longer sentences with lyrics (versus a single name) interact with the
“What we liked about the typography and ribbon lockup was that it wasn’t a departure from our heritage,” Larouere said. “We got the inspiration from the ‘Have a Coke and a Smile’ ad. So, it felt consistent with our past but was fresh.”
More on Journey
- Atlanta Goes Better With Coke
- Coca-Cola reveals plans for new plant facility in the Kingdom of Saudi Arabia
- #ThatsGold: Get the Scoop on Coke’s Global Campaign for the Rio 2016 Olympic Games
- 5 THINGS WE LEARNED AT WEF AFRICA 2016
- 7 Questions With James Quincey: President and COO on Coke's New International Structure and Leadership Changes