Different products change over time. This applies both to young brands seeking to make their products more visible, and industry giants. Experiments with the image of products have become for some companies one of the elements of the image, which is not difficult to trace, for example, in the history and modern designs of Coca-Cola bottles.
A little history of the drink and packaging design.
As with many other drinks, this story did not begin with a bottle or packaging design. In 1886 (May 8), pharmacist Pemberton (Atlanta, United States) brewed an unusual syrup in the backyard of his house, which eventually won millions of fans. Gradually, from the copper basin, the drink migrated to pharmacies, where it was sold in bottling.
For the first time, Coca-Cola got into a bottle in 1894, when equipment for pouring "syrup" into glass containers appeared in one of the city's stores. At that time, ordinary Hutchison bottles were used, named after their developer. Five years later, in 1899, the Americans built the first plant for the production of bottled Coca-Cola. However, for a long time, bottling was significantly ahead of glassware in terms of sales, as much as 29 years!
Until the 16th year of the twentieth century, the design of the Coca-Cola packaging did not differ in special delights - various existing variations of straight bottles were used. However, already in 1915, the world-famous contour shape of the bottle appeared, which is difficult to confuse with anything. Her main idea was that she allowed buyers to avoid counterfeiting. Then the company announced a competition for unique dishes for the trademark, which “can be distinguished by touch in the dark and by fragments.”
Registration of the original bottle shape as a trademark of the brand occurred much later, only in 1977, in parallel with the registration of the trademarks "Coke" and "Coca-Cola".
About ten years before this moment, the bottling of the drink in tin containers began, which until now was intended exclusively for the needs of the army. From the 77th, they began to use 2-liter PET packages.
The development of packaging design for the company's products has not stopped since that moment. At the moment, experiments of this kind are part of the created brand image. This is probably why Coca-Cola constantly participates in the Pentawards Awards (international level competitions in the field of packaging development) and often wins prizes.
It should be noted that the variety of solutions and the desire to use innovations has allowed the company to create a whole range of limited editions and unique packaging design concepts. And this is in addition to the constantly used glass, aluminum and plastic options.
Packaging design developments: conceptual projects
Of great interest are unusual modern solutions and approaches to the development of packaging. One of the areas of work that is most relevant for developed countries is energy conservation and environmental protection. Therefore, in this vein, there is a whole list of concepts.
First of all, it is worth highlighting an 18-year-old student from the USA - Andrew Kim. The guy suggested replacing the used containers with collapsible containers with a square base. Such a step will reduce the empty bottle by 66%, and the bottom with a cavity under the neck will make it possible to save space during transportation. In defense of the environment, it is assumed that the production of new items can be established from the remnants of cane processing, and at 100 percent.
The original embossed aluminum can was proposed by New York designer Hark Lee. An interesting technique is the rejection of color codes, which will significantly save on the application of paints in production. Contrary to expectations, the packaging design does not look dull, but rather original and modern. In addition to energy savings in manufacturing, a less toxic recycling process promises good prospects for this concept.
The development of the Coca-Cola packaging design does not end there, and another interesting project is a futuristic container from Jerome Olivet. I must say that the image of a plastic bottle is quite consistent with the name - "Mystic" (Mystical).
Successful solutions.
In the meantime, enthusiasts come up with novelties without color and traditional form, the company is experimenting with bright thematic codes. Thus, summer designs on cans, such as the United States flag, grill, ball, surf and others, for which the company received a prize for the design of beverage packaging in the competition described above, became widespread. By the way, the 2010 Olympic Games were celebrated in a similar way, when the corresponding thematic images appeared on the bank of the trademark.
Among the few companies, Coca-Cola has already tried Turner Duckworth's idea. Combining the advantages of aluminum packaging and the image component of a traditional bottle, they took a step further in the development of packaging and offered the market an aluminum bottle. In many ways, this step plays into the hands of the brand - it's the appetizing effect of a cold "fogged" bottle, and the variety of design solutions, and ease of disposal. In addition, a drink in a glass container heats up much faster than an aluminum one. The only drawback is the higher cost of an aluminum bottle.
Of course, when talking about the experiments of this company in the development of packaging design, one should not forget about limited editions, for example, plastic containers in the form of Christmas balls, which are traditionally produced for the Christmas holidays.
It is impossible not to mention the original glass bottles dedicated to certain significant events.
This is the way the packaging design of the world brand has gone, and the best thing is that their search for interesting solutions in the field of packaging development does not end there. Perhaps your product has the same rich history ahead? Our Design Factory specialists are ready to write it together with you!