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When David Butler joins drinks manufacturers Coca-Cola recently about 5 years, he was assigned mission must improve portions of the carrier design. Money is director in charge of brand strategy at marketing company and consultancy Sapient, Butler was quickly outlined a strategy designed for long-30 Coca-Cola.
Avoid using the word “design”

However, the positive impact if any of the vice president responsible for the design of this Coca-Cola are not derived from the declared emphasis. Instead, the impacts that result from the Butler has learned the most effective method to implement strategies designed at a large corporation and complex as Coca-Cola: Avoid the word “design” level the maximum possible.

His example: “If in a meeting with the people in the production department, I will say:” How can we make this proposal the cans cool feeling better? “Or” How to the cup this situation more easily? “. In other words, he said about the benefits of intelligent design in a language that those who heard him speak can contact.

With many brand name has also been redesigned, including the Coke logo is designed to have won awards at the Grand Prix award designed Cannes Lions recovered Months 6 last, and many initiatives such as bottles and aluminum bin freeze new, Strategic design of the Butler review are effective.

Butler is leading a team of 60 designers and graphics industry, including many who worked for large manufacturers such as Apple, Nike, MTV, Target and Elextrolux. Team of designers is concentrated in 4 centers around the world together and focus on strategies that Mr. Butler called “modifying the basic things” (The fix basics).

Although few companies have a rich history of design such as Coca-Cola, in recent years, manufacturers seem to be lose their reputation in this field.

Too recently, sample bottles of Coke “has eo” to line up with the name recognition around the world and the graphical style stripes ribbon cartridges simply have been replaced by types of plastic bottles and aluminum cans or logo on it annually between a series of bubbles, the marketing messages, or images depending on the season.

When Butler review the status of the design Coca-Cola when he was new to working in the firm, he was reviewing everything, from design brand for the Athens Olympics for 2004, to the process in which more than 300 bottlers and the carrier must be experienced to be through the new bottle design, the experience of consumers when buying a Coke from the vending machines.

Thereby, Butler noticed, things need to change. Coca-Cola is a global corporation with 450 brands, more than 300 samples vending machines vary, numerous partners bottlers and retailers, along with that is not a standard design of global unity does.

Avoid the idea vien vong

Not period before Butler to work, Coca-Cola had forgotten areas of design. Former President Steven Heyer, who has recovered from the 2004 to switch to the CEO position, has partnered with companies design and architecture Rockwell Group in New York to build Red Studio to day operation of the design of the manufacturer .

Director in charge of creative array of Red Studio, that is when Tucker Viemeister said: “Our mission is our creativity in any aspect that may”. Studio Red has come up with many interesting ideas, such as Coke Cruiser – a shop selling mobile Coke for the concert or festival, a vehicle may have a freeze bin in front, or “tasting Salon” – A retailer where customers can try the new drinks of Coca-Cola.

However, much of this idea would never come true. “We do not necessarily make the idea of their true. In the big corporations always have big ideas. And no one can make all the ideas in it, “Viemeister said.

But for Butler, items that they learned from him is to avoid the very idea of “subliminal” difficult to apply in reality. Instead of looking for ideas and then try to find places to apply, his efforts to recognize the basic issues that design can be solved. His strategy focuses on 3 of these areas is important for Coca-Cola is a brand identity, experience of users, and sustainability.

Many of the efforts designed by Butler and his team combines elements solve all three problems. Retrieved bottle case “has eo” in aluminum was first introduced in 2005 and has been re-launch within the last Olympic opportunity in China as the example.

From the angle of looking at brands, it is full of updates “are inspired” by a glass bottle classic, bring the feel more modern, but the cost of production is cheaper. From the aspect experience, a bottle of this makes good sense of cool than glass bottles, while bottle lid can be shut down. Also from the aspect of sustainable, aluminum bottle is made by recycling materials and bottle itself can recycling.

Similarly, a series of refrigerated machines are designed with the new ball outside the bay appears to also help bring a brand image and then ran over. In addition, the freezer was using new technology helps reduce fuel consumption from 30 – 40%.

Resolving harmonious relationships

The project design may also make a new cold reflect what Butler has learned in the process of working between the sources of pressure arising from the partnerships complexity of the Coca-Cola.

Employers do not own the machines refrigerated, rather that these machines are the retail shops vary from buy. While Coca-Cola want the new refrigerated machines installed in all stores to get the brand image uniformity, employers can not force the retail partners must follow.

For those shops do not want to invest entirely new machine refrigerated, the team designed the Butler has to install a panel of plates that can be used to attach to the machine as the old cold, help them seem more modern outside as they want to.

Another example of how to handle work between the source pressure in different Coca-Cola is a software tool based on the web that Butler called Machine Design. The also enables the design partners in the bottlers of Coca-Cola can create a new template or left unchanged on the bottle or even the poster ads.

Thanks to these parameters have been imported into this tool, the final design of the bottlers will always comply with global standards designed by teams of the Coca-Cola has been set. Web 2.0 technology that allows the director of brand name manufacturers do not need to implement control measures, while creating a flexible brand larger