Responses by James Sommerville, vice president of global design and Rapha Abreu, senior global visual identity design director, The Coca-Cola Company
Background: We wanted to celebrate Schweppes heritage by reminding consumers about our incredible story—the world’s first tonic water—and also position the brand for the future, ready for an exciting pipeline of innovation. One question that kept coming to our minds during the design process and sparked our solution was “what would Jacob Schweppe do if he were alive today?”.
Reasoning: Our design was definitely inspired by the strong symbols Schweppes created throughout its history. The iconic skittle bottle was redesigned with cleaner lines and fine embossing of the Schweppes fountain, another recognizable element of the brand that we also modernized. The new Schweppes logo also features a non-serifed font and the yellow sash is now more geometric and simplified, maintaining its recognized angle.
Challenges: In many ways, we had too much material and heritage to work with. The temptation is to throw all this rich history onto a new design language, but we restricted this temptation by only extracting what would be effortlessly classic and never go out of fashion. The outcome is a revolutionary design language, inspired by the simplicity of Schweppes’ liquid brilliance that will create an ongoing legacy of sparkling originality that will continue with future innovation.
Visual influences: Jacob Schweppe was one of the world’s first beverage entrepreneurs. To fully understand and design a refreshed Schweppes brand for today, we first needed to understand the journey of Schweppes, reflecting over 200 years of innovation since its launch in 1783.
Anything new: Within Coca-Cola Design, we have adopted a hybrid process of not designing totally “in-house” and not totally relying on external agency partners. A close collaboration, we combine the knowledge and direction from the design team with Kenyon Weston’s external perspective and ability to challenge us. By working in this new way, we are defining the model of the future—with our internal teams working hand-in-hand alongside external talent to achieve our desired outcome.