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Diet Coke Refresh Blends Iconic Past with Bold Future

New graphics, flavors, and can shape give Diet Coke a modern look for a future generation of fans, while retaining those elements that have made the brand a favorite for 35 years.

New graphics, can, and flavors make up Diet Coke's bold new brand refresh.
New graphics, can, and flavors make up Diet Coke's bold new brand refresh.

When an iconic brand goes through a major package redesign, there’s always the chance of consumer backlash. Look no further than the bungled Tropicana brand refresh of 2009, which resulted in a 20% drop in sales and a $50 million loss for parent company PepsiCo. Two years ago, when The Coca-Cola Company set out to redesign its Diet Coke brand, it took care to preserve the elements that made the brand iconic in the first place, while presenting a bold, modern look for a new generation of fans.

“With a brand recast, designers are challenged with determining how far is too far, and how close is not far enough,” shares James Sommerville, Vice President, Coca-Cola Global Design. “We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavors, but without alienating the loyal Diet Coke fan base.”

The project involved three major components: new graphics, a sleek, new 12-oz can, and four new fruit-inspired flavors—Ginger Lime, Twisted Mango, Zesty Blood Orange, and Feisty Cherry—in addition to original Diet Coke.

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