These designs for Coca-Cola North America were created to celebrate Coke’s authentic connection to summer.

The main challenge was to represent summer in a way that is undeniably Coca-Cola. By linking key iconic summer occasions to our brand using the newly established design language, we invited consumers to bring their best summer memories to life with Coke.

The summer program increased consumption during summer 2009 despite price increases, diminished marketing funding and a significant consumer recession. In research, 45% of respondents said that the new designs would increase their purchase of Coca-Cola.The can graphics were also used for in-store displays and select TV spots, creating a cohesive summer marketing campaign for Coca-Cola North America.

We adapted the familiar Coca-Cola script to inextricably link to bold icons to communicate visually 'Coke refreshes summer fun'. Five cans were released overall, culminating with a special July 4th holiday can.