Agency Concept Taboo or Not Taboo for Global Beverage Brand
not yet famous - Coca-cola LGBT
"A few years back, to be exact in 2013.
I got an idea for Coca-Cola to demonstrate the company's support to LGBT movement were raising globally. The Idea is just simple change the order of Coca-Cola word mark to Coca-Coca and Cola-Cola that stand for same sex marriage.
Now I named the concept as 'taboo or not taboo'.
Every brand has its own brand identity and a brand guide as know as a brand bible or book of rules, everyone, especially brand makers need to obey it. And changing its identity is considered as a taboo.
The same to the real life, we are taught to obey some beliefs. And there is a lots of people are still believed that same sex marriage is a taboo in many religions and cultures all over the World.
What if a brand considered as a pop-culture icon like Coca-Cola stand up and do different thing by changing its famous logo - a taboo to any designers, for a cause, to violate its rule, for a good-cause: Same sex marriage is normal practice, not a taboo.
To persuade the World, I suggest the brand to disobey a rule to obey, to demonstrate another rule - The rule of nature. I believed same sex relationship is as natural as heterosexual relationship.
This sounds crazy.
That's why you can't find anything about this on Google yet until now."
Design Agency: not yet famous
Brand / Project Name: Coca-cola LGBT
Project Type: Consumer Brand Redesign
Strategic Deliverables: Consumer Research / Insight, Consumer Brand Strategy, Consumer Brand Naming
Design Deliverables: Consumer Graphic Packaging Design
Market Country: Multiple Countries
Market Region: Global
Project Type: Agency Concept / Non Published
Project Category: Beverages
Packaging Format: Can, Wrap
Substrate / Material: Metal