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Coca-Cola Unveils Street Art-Inspired Branding Identity For World Cup 2014
By Dorothy Tan, 23 May 2014
Creative Review recently conducted an interview with James Sommerville, Coca-Cola’s global design head, to find out more about the brand’s freshly unveiled branding identity for World Cup Brazil 2014.
The colourful identity is the result of a collaboration between São Paulo-based street artist Speto and Leeds design studio BGO—in Creative Review’s words, the new identity features “a lot of visual cliches associated with Brazil and yet, presumably, there was a necessity to give this some Brazilian flavor”.
According to Sommerville, the aim was to create an identity that “would illustrate a unique blend of Football + Brazil + Coca-Cola”—through working with Speto, they were able to come up with “a visual identity system that is authentically Brazilian but tells a story of togetherness, optimism, with the underlying connection of football”.
The identity would be applied to a wide range of publicity material, including product packaging and digital marketing—specially designed, country-specific bottles would also be available as part of the campaign.
Read more about Coca-Cola’s World Cup identity here—do you like it or do you think it is too stereotypical?
[via Creative Review]
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