Coca-Cola Christmas Campaign
CHARACTER REDESIGN, PACKAGING & VISUAL IDENTITY SYSTEM
Client: Coca-Cola. Mexico City.
Role: Co-Creative direction, packaging design direction, design case leader.
Skills: Conceptualization, graphic design, packaging design and production, brand guidelines.
Coca-Cola projected an ambitious holiday season campaign to relaunch its Christmas icons, Santa Claus and the polar bears. During my tenure as Creative director at Legacy®, I co-directed, designed, and presented several aspects of this global initiative.
Bringing the right talent together is key, the outstanding illustrations of Santa and polar bears are the result of a wonderful collaboration with the artist-illustrator Jean-Paul Lehfeld.
We combined Coca-Cola’s packaging guidelines and the new characters’ expressions to create this new celebratory graphic system , preserving the vintage-like graphic style and adding a twist of modern attitude.
The resultant brand platform comprised 4 systems: Packaging portfolio, Out-Of-Home matrix, Design Guidelines, and Toolkit books. Hundreds of SKUs and campaign materials were shipped to 190 countries in English, Spanish, and French.
A Visual Identity System was developed for brand consistency on every consumer touchpoint, the design documentation explains the campaign assets and rules: Brand logo, type, storytelling, iconography, characters and their design process, packaging and OOH, among others.
In the process, we studied the original Sundblom’s Santa from 1931 and its evolution timeline, developed an inspiring illustration technique, coordinated a multidisciplinary team, and combined strategy with creativity to achieve a powerful result.
