Robb Smigielski, Chief Design Officer
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Coke Freestyle Brand Design Language

Coca-Cola Freestyle quickly became the defining beverage dispenser upon its release, a game-changer in giving customers exactly the brands and flavors they desired. Over a decade after its introduction, with Coke on the verge of releasing a newly innovative dispenser, VML overhauled its brand identity with an emphasis on surprise, delight, and greater freedom of choice. Under the strategy of "freedom to Freestyle," we delivered a layered brand able to flex for Freestyle brands and flavors, totally unique flavor combinations, partner-specific products, OOH activations, special events, and so much more.

 
 

The Design Story

 
 

Coke Freestyle had been languishing with an under-designed brand design — a visual language that over-emphasized brand over the single most compelling element of the Freestyle value proposition, flavor. 

 
 
 

With a bold new key visual that brought to life the literally mouth watering flavor fueled brand promise of Coke Freestyle, paired with a new graphic hierarchy the better balanced flavor and drink brand, Coke Freestyle was finally enabled to attack the marketplace with an infinitely higher capacity for brand attribution and allure.

 
 
 

The new vibrant and symbolic visual language enabled the Coke Freestyle brand to message in a much wider array of media.

 
 
 

A robust, systematic and easy to implement system was delivered that enabled a small set of assets to accomplish a wide array of commerce and retail objectives.