— Project
The inception of our project took us on a journey across various cities in South America, where the overconsumption of Coca-Cola stands as a prevalent phenomenon. Through extensive interviews and immersion in local communities, we gained invaluable insights into the cultural nuances and consumption patterns.

Our strategy centred on integrating packaging solutions and design cues. The goal was not only to reduce excessive consumption but also to encourage people to rethink what it means to enjoy this iconic soda. Collaborating hand in hand with the esteemed Brand department, we delved deep into the rich visual heritage of Coca-Cola, drawing inspiration from its iconic imagery and brand ethos. Our efforts led to the development of eight unique proposals, each meticulously crafted to strike a delicate balance between innovation and tradition. Grounded in extensive research and informed by strategic insights, these proposals represent a fusion of creativity and practicality. Every concept was carefully evaluated not only for its potential impact but also for its feasibility in terms of production and scalability.