— Project
The project began with on-the-ground research across multiple cities in South America, where Coca-Cola consumption is deeply embedded in everyday life. Through immersive fieldwork and interviews, we uncovered cultural insights and behavioural patterns that revealed both the emotional significance of the brand and the challenges of overconsumption.

Our strategy focused on rethinking packaging as a tool for behaviour change—using design to invite more mindful, meaningful interactions with the product. In close collaboration with Coca-Cola’s Brand team, we explored the brand’s visual heritage to inform a set of eight distinct proposals. Each concept was designed to balance innovation with tradition, offering new ways to experience the product while staying rooted in its iconic identity. Every proposal was assessed not just for creative impact, but for feasibility, scalability, and relevance across different markets.