This redesign of the Diet Coke can (see here) is mysterious in the best possible way. Besides being formally striking, it assumes a level of intelligence and sophistication in its audience that is truly commendable, drawing on the “Less Is More” principles espoused by the architect Ludwig Mies van der Rohe. The visual vocabulary of the brand is reduced to its most essential parts, and we understand immediately what we’re looking at, based on very little verbal information.
This is made possible by our decades-long familiarity with the logotype of the product and its application to a soda can. It’s a cherished friend in fabulous new clothes, a BFF’s makeover that you thought never could or would happen.
Truly great packaging.
First impression: Instantly recognizable; I don’t even need to be able to read it. Thank you for trusting me.
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Which makes the following advertising campaign all the more perplexing. Imagine that you are in the busy hub of the Times Square subway station, hurrying to catch your train, and you see this: