COCA-COLA: RETAIL TOUCHPOINTS

Brand Research/Creative Direction/Art Direction/Graphic Development/Manufacturing Liaison

Over the course of my career, I’ve had the opportunity to work with Coca-Cola across multiple initiatives—building a long-standing relationship focused on elevating their retail presence and enhancing brand visibility at shelf. These projects showcase that collaboration by addressing key touchpoints in-store through strategic design solutions that balanced brand impact, consumer experience, and operational efficiency.

To strengthen Coca-Cola’s in-store presence, I led the design of a modular permanent display system tailored to the needs of modern retail environments. Grounded in shopper behavior research within the carbonated beverage category, the system was built to support multiple product types—2-liter bottles, case packs, and single-serve options—within a flexible and visually unified structure. The displays were designed for maximum visibility, ease of stocking, and long-term durability, while utilizing sustainable materials that aligned with Coca-Cola’s environmental goals. The result was a scalable system that worked across diverse retail footprints while delivering consistent brand impact.

MODULAR DISPLAY SYSTEM REDUCES DISPLAY OPTIONS FOR CONSISTENT BRAND EXPRESSION ACROSS ALL RETAIL CHANNELS

I also developed a design strategy for retail cooler shrouds that elevated Coca-Cola’s presence in high-traffic zones across domestic and international markets. These branded enclosures were created to be bold and instantly recognizable, helping consumers locate cold beverages quickly in busy store environments. Graphic treatments balanced promotional messaging with timeless brand elements, ensuring the visuals remained relevant across seasonal rotations and merchandising campaigns. The shrouds were engineered to integrate seamlessly with existing cooler infrastructure, minimizing installation time and maximizing in-store appeal.

With packaging, I created detailed dielines and graphic layouts for Coca-Cola’s 6-pack offerings—ensuring optimal shelf presence, structural integrity, and planogram efficiency. The designs emphasized simplicity, brand recognition, and consumer clarity, while leveraging sustainable materials suited for high-volume production. I worked closely with print packaging vendors to ensure accurate color reproduction, consistent finishes, and smooth transition from design to manufacture. The final packaging solution delivered both aesthetic impact and operational performance at scale.