Diet Coke is the number two soft drinks brand in the U.S. And leaders need to be innovative. Coca-Cola commissioned the redesign of Diet Coke to the Turner Duckworth agency. The bold result revolves around the letters D and K, the key elements of the brand. The tight framing and original logo gives a graphic identity that is also very successfully used on the point of sale (POS) equipment and in advertising.
First introduced as a limited edition in late 2011, the design of the can, the overpacks and the various forms of advertising and brand presence has been so popular with consumers that, since September 2012, Coca-Cola decided to use this remarkable design permanently.
In addition to the trophy Pentaward Diamond, Turner Duckworth received Esko Suite 10 software worth €5,000 ($6,475 USD), a for design and visualization, specially created for packaging.