Turner Duckworth gives Diet Coke new look

Following its multi-award-winning repackaging of Coca-Cola, Turner Duckworth has created a new look for Diet Coke based on a cropped version of the brand’s logo

Following its multi-award-winning repackaging of Coca-Cola, Turner Duckworth has created a new look for Diet Coke based on a cropped version of the brand’s logo

The new packaging, which Coke says is a ‘limited edition’ (for now at least) uses a graphic that is basically a crop of the logo wrapped around the can – full versions are also applied just in case shoppers were unable to identify the brand. Put two of the cans together and the word ‘OK’ is (sort of) spelled out.

Here’s how the new look will work on multipacks

and in bottle form

The design world was split on Turner Duckworth’s previous Coke work (selection below) which involved stripping away a lot of the extraneous clutter that has come to feature on most soft drink cans. Although the work won just about every major award going following its launch in 2008, some designers thought it too ‘easy’ or obvious a solution – perhaps ignoring how difficult it must be to get big FMCG brands to just leave well alone for once.

According to AdWeek Coke is saying that “this new concept will only be around for a short time.” We shall see.



See our post on Coke branding from another era – the making of the Piccadilly Circus neon Coke sign here
Check out our post on Turner Duckworth’s Summer 09 Coke cans here

You can read all about it in our September issue, which also features of pick of this year’s top graduates plus a profile on new Japanese creative supergroup Party and much more.


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  • http://coke.com MR C COLA


  • PatrickBurgoyne

    @ MR C COLA

    You posted that comment at exactly the moment I Tweeted the same gag!

  • http://jimdesign.co.uk Jim

    looks like a beer bottle. now, wouldn’t that be interesting…

  • http://jimdesign.co.uk Jim

    looks like a beer bottle. now, wouldn’t that be interesting…

  • http://www.gsquaredstudios.com Jim G.

    Okay, I have to say this. I don’t mean this in a derogatory manner, this is just how I read the can. I didn’t even see the swirl from the o in coke. Therefore, I read the can as saying “dike” instead of di and oke from the way that it is cropped. In some angles, you can’t even see the o. In most of the angles, at first glance, this looks like it reads “dik” or “dike”. What an abomination.

  • http://www.thatisabsurd.co.uk Andy Russell

    This type of design is only ‘obvious’ in hindsight and as rightly stated, getting large corporations to strip away the superfluous is never an easy task.

    Nice work, whic is well executed and complimentary to the original overhaul of Coca Cola.

  • http://designandmktg.com E B


  • tom


  • http://www.jamescooperstudio.com JC

    Nice to see some actual design going on in packaging. What did Miles Davis say? It’s the notes you don’t play. Great to see the dross dropped & a tight & risky crop introduced. This will become a favourite & stay around for at least a year for sure. Consumers are smarter than we give them credit for. It’s pretty obviously Coa-Cola. Well done!!

  • http://www.yourlandscape.co.uk Ryan

    ‘Oh I get it, a bit like ck for Calvin Klein. dk – for a man or a woman, for everyone.’

    No, I don’t get it, I don’t get it one bit. Just random, literally.

  • http://www.leanproductions.co.uk Baddog

    Love to know the agencies thought process…was it oh, I know, we’ll just crop in…or was it deeper…either way…nice job

  • http://www.twitter.com/meklemek Emeka Njodi

    It’s really quite beautiful. Small thing but might wanted to have considered emphasising the DC rather than DK as that’s how it’s referred to by fans (well the ones in this office anyway). Not sure how that would’ve translated to the aesthetic though.

  • http://www.scarlettfu.com Scarlett

    It’s rather well-designed, IMHO. But this would be in the designer’s world, where we succumb to beautiful packaging (or sometimes, the less so) for its simplicity or intricately decorated goodness. For most consumers, they just want to get to the supermarkets and buy; they wouldn’t necessarily stand there and think “Oh my, this is rather beautiful, look at all of them stacked together!” Design will always be a debatable thing, whether or not it was brilliantly executed or not.

    From a branding point of view, Turner Duckworth has shown us quite literally just how logotypes can be so memorable and still be recalled even by just a small proportion of the original insignia.

  • http://twitter.com/#!/_harleysmith_ Harley Smith

    I like it. The crop on the can and boxes are reasonably creative. Supporting the crop, the Diet Coke identity is well positioned and identifiable. I dig the bottles and their design. The consumer audience is extremely diverse, pleasing everyone is impossible. It’s clean and simple. Does it increase sales? Who knows. Regardless, nice job on the design.

  • Elliot

    The bottle treatment seems rather different from the can — there’s at least part of a ‘C’ on there. Need a reverse shot…

  • http://www.springbotdesign.com Phil Chairez

    Definitely interesting. I think at first glance I liked it. And after careful review, I still like it. Granted I agree with a few of these comments. It does seem like the thought process was “hey, let’s just crop it”.

    But I like the idea of letterforms from a brand being so recognizable that they cease needing to be read, and transition to just being felt. I think they’ve turned the Diet Coke logo into just a shape. Check out that negative space on that second can. Movement. Sharp. Energetic. Sexy.

    Never going to drink Diet Coke personally, but I’ll be keeping an eye out for this on the shelves for sure.

  • Craig

    I think some people here are forgetting who the project is for? Diet Coke is as ubiquitous as it’s teeth rotting older brother, so no matter how tight a crop, or what angle you look at it, you have to be an Alien or have lived underneath a pretty large rock to not realise what it is you see, the colour, the unmistakable typography.

    I think it’s great, adventurous, playful, and as has been said before consumers are smarter than we give them credit for, I mean – some binmen have iPads in their cabs!

  • G

    @ Craig – haha I love that: ‘some binmen have iPads in their cabs!’ The daft buggers, to think, even the underclass use technology these days, it’s all so fascinating, maybe people ARE smarter than we creatives think — maybe, and I don’t want to go out on too much of a limb here, but maybe even BINMEN can think. EVEN BINMEN. But only ‘some’, mind. Maybe some of them might even be able to think more than ‘some’ creative types, I know I know, that’s just crazy talk. I don’t want to go and give them too much credit, I mean I’ve studied graphic design at Uni and worked for nearly 15 years in the design/branding/marketing industry, widely known to be the crucible of the elite — the finest minds of the planet. God I love being great. Greater than everybody else.

  • http://www.boxvisuals.com Jonathan Brown

    Contrast of Diet between Can and Bottle maybe to different, silver mod good tho.. :)

  • http://www.mcarticles.com/ Dangers of aspartame

    The whole bottle design is ok, but for the wrong purpose. You shouldn’t be drinking Diet Coke in the first place. It contains aspartame, an artificial sweetener with many bad side-effects. Read more about it here:

  • Arnold Palmer

    what’s with the haterade…?

  • http://wink.io Wink

    Holy Crap!

    Now that @Jim G has mentioned it, all I can do is read dike too!

  • Nathan


    No, design should ever cause people to consciously admire it. Design is about the subconscious; making the product look better.

    And yes, of course design affects consumer behaviour, there’s no debate about it.

  • Matty Cale

    Seem to be placing a great deal of trust in the hands of the merchants, cant see this looking good on a newsagents shelf, or a supermarket chucked on a crate on the floor. Nice idea but not sure if it translate for use in the real world.

  • john

    Says ‘DIKE’ to me. Hilarious! How can these things be overlooked by behemoth companies like COKE!

  • Sebastian M

    The design is more “diet” now than it was before, good call in my opinion. Always nice with some brand vs product consistency!

  • http://www.iwantdesign.co.uk iwant

    yeah, before i read any comments all i saw was dike which I suppose is better than cok

    all a bit whatever

  • Consumer

    This design makes me feel like I have a migraine with partial vision loss. I can’t look at it. If I can’t look at it, I won’t buy it. Sorry!

  • Paul

    Looks good!

    Now stop trying to analyse it as if it needs a meaning.

    We all know Advertising/Marketing agencies usually do fuck all anyway apart from ponce about, talk shit and charge huge sums of money for very little work. I’m sure they nocked out the design in 10 mins then came up with a reason afterwards to try and justify the huge price tag!!

    Just saying.

    Does look good though

  • http://www.pencilonpaper.com/ Johnny @ pencilonpaper

    I keep saying simple is best. A minimalist design can have great visual impact, and I believe Turner Duckworth has achieved just that.

  • http://shuhanlee.wordpress.com shuhan

    like how they decided to”lose” i.e. “diet” the unnecessary! I like it, great look. although i still love that traditional retro coke design. i don’t even drink cole but may just get to collect.

  • http://www.pickle-design.co.uk Pickle Design

    I prefer the bottle design, both of the diet variety and the original rebrand. Bold and simple. Impressive for Coke to have gone down this route.

  • http://www.bluepigcreative.co.uk bluepigcreative

    Looks ok to me, and yeah I recognise the brand – but it’s just brown goop, and I won’t buy it.

  • Fritz Fortune

    A FAT design for a diet Coke? That’s more like a Hummer ad for a 3liter VWGolf/Rabbit. Not convincing to me.

  • http://adlib.co Curator

    Rearranging deckchairs on the Titanic springs to mind.

    Well at least someone has made some money from old rope.
    You could hardly call that design now could you!

  • http://www.jchaps.com Jchaps

    I really like this new can design.

    For me at least, the brand is instantly recognisable, and foregrounds the power of the Diet Coke brand.

    I doubt if consumers actually ever read the words ‘Diet Coke’, but recognise the logo, the design, the brand; meaning this type of design becomes pure communication.

  • aabid ansari

    its really nice design

  • http://www.denimstudio.com.br JONES


  • http://www.seogo.co.uk/ Dan

    It’s great to seen that Coke are still playing with the brand and creating some very nice designs. I’d personally like to see them push the designs even further as we are so familiar with them they could almost make the design completely abstract and we could still recognise it.

  • kayode akande

    All of us will know coke instanly, even with our eyes closed , the design is marvellous — but lets keep in mind my cousin Danny that is 1yr old today, lets sing it, and show it so that he recorgnises it as he clocks 5 in 4yrs time

  • http://www.monster-creative.com RichMonster

    Just what the brand needed to keep its core users interacting with it. It has the heritage, just needed to forge into the future. It also can’t help being about as cheap a can to produce as I’ve seen in a long time. Super simple. Love it!

  • Neal Bradley

    Wonderful. Only a brand as big and recognisable as Coke could do it.

    Can’t believe some of the bollocks above.

    Neal Bradley.

  • Joe Ricchio

    I think it’s simple, beautiful and elegant. I cannot believe Jim G.’s comment about it reading as ‘Dike.’
    Absurd. Not sure what he was drinking when he thought that, not Diet Coke obviously. Look at his website and you will understanding the phrase: ‘consider the source.’ Too harsh perhaps, sorry.

  • http://jimjennerdesign.com Jim Jenner

    Standing on the shoulders of the current branding success. It’s undeniably Diet Coke. Anyway you look at it.

  • Nimesh Bhatt

    Its a good work, but only playing with Typography.
    there is nothing new
    even he did not dare to touch can or cans shape
    This typo work is a small kids play (i have sen so)
    There is no info about Diet, why diet?
    which gradient are there in it? how does it help ( i am not saying to write a essay on it but required info)
    It does not come in Good Graphic design work at all not even any graphical symbol speaking on diet
    Sir Turner Duckworth, i am being a Product designer working in graphics since last 25 years
    i wish to be in touch with you

  • Stank

    cropping is NOT design. Make it bigger, buckwheats. Make it big enough, and no one will be able to see the atrocity that you actually got paid to sit in your high-priced offices and sip liquor and pull this stunt off on your client and the public. Once. You’ll be sweeping floors with the rest of us, unless you get a federal job with Nobama.

  • http://www.digilondon.co.uk/ DigiLondon.co.uk

    I like what they are doing! Taking a bit of a risk, but perhaps testing the market to see how receptive they would be to changes to the design in future. The simplest changes can increase sales. Pepsi experimented with retro-cans and sales increased. It’ll be interesting to see how the new fall look will perform for Coca Cola.

  • Pepsi

    [deleted by moderator]

  • http://ghostfood.tv Dr Peeper

    I love cropped or merged text in so many cases so this works for me. The original Coca-Cola type is great so this would work really well on the non-diet version too allowing for that focus on the beauty and elegance of the letterforms themselves.

    Funny to see the polar bear still around too. “Polar cola” never quite took off as a thing.

  • http://www.karenhaller.co.uk Karen Haller

    It shows how strong the brand identity is (logo, colour) that allows them to use just a hit of it and still be recognisable.

  • http://www.thebrandunion.com Graeme

    I like.

    It seems they’ve taken a brave leap, by focusing in on what has made the identity so iconic – the cursive-cum-serif word-mark.

    It demonstrates both a feeling of pride and self-confidence in their own brand, granted it has been around long enough to have such positive values bestowed upon it.

  • emma

    All i can see is dk as in d*ck. . .

  • Don

    Take it easy folks… this is a promotional package design, not the second coming of Christ. You don’t see it on the Diet Coke website (although you do see the Diet Coke metal bottle).

    It’s a nice design (I would expect nothing less of Turner Duckworth) but don’t read too much into it. It’s just meant to spark awareness. Mission accomplished.

  • bob

    bloody nice to look at! great progress for such an icon.
    well done

    now..what is the COKE font please anyone? not the coka cola, but the printed Coke.

  • Mary

    I very much dislike the design on the new can. Hope it’s only temporary.

  • Shaun

    I really like the new cans, it seems refreshingly honest. Diet coke really is just ok, its just not quite as great as regular coke, and i feel the coca-cola company has done right to alert consumers to this.

  • DJ

    I would also like to know the font of the COKE in the diet coke logo