"Thanks for Coke-Creating" places craft at its core, elevating informal murals of Coca-Cola from bodegas worldwide in an official campaign that strikes a balance between showcasing these artworks in beautifully executed ways while preserving their authenticity. The candid typography, illustration, and art direction in these shops — in the form of informal Spencerian logos, contour bottles, and the wave — underwent a study of creative techniques that transformed them into assets for ads, Coke cans, vending machines, and more. Finally, the creative impact of these elements in a new space reinforced Coke’s iconic identity through visual storytelling and aesthetic appeal.

This project emerged as a response to the widespread presence of unofficial Coca-Cola logo interpretations found in bodegas, mini markets, and mom-and-pop shops globally. In many markets — represented in this project by countries such as Australia, India, Indonesia, South Africa, Brazil, and Mexico — these unofficial versions hold significant cultural relevance, reflecting the local communities' creativity and connection to the brand. The decision to collaborate with these shops and celebrate their artworks was a strategic move to honor their contribution to Coca-Cola's cultural landscape. Against the backdrop of a globalized world, this initiative underscores Coca-Cola's commitment to authenticity and inclusivity, resonating with diverse audiences while amplifying the brand's cultural relevance.

The Situation: In bodegas, mini markets, and mom-and-pop shops all over the globe, thousands of unofficial versions of Coca-Cola’s branding have been defying the brand’s guidelines and best practices.

Brief: Strengthen the relationship with local markets and small shops by engaging with their local communities while also highlighting them to a broader Coca-Cola audience.

Objectives: Foster brand loyalty, strengthen community ties and amplify brand visibility through collaboration with local shops.

The typography created in "Thanks for Coke-Creating" embodies a delicate balance between preserving the authenticity of the informal murals found on bodegas around the world and displaying them in beautifully executed ways. These sincere typographic elements, as well as informal logos, ribbons and bottles, underwent meticulous study to transform them into assets for various media, including ads, Coca-Cola cans, and brand equipment — from vending machines to delivery trucks. This approach not only respects the cultural significance of these unofficial versions, but also reinforces Coca-Cola's iconic identity around the world. The typography in this project plays a fundamental role in amplifying the brand's cultural relevance and engaging with diverse audiences, further elevating its commitment to authenticity and inclusion.