COCA-COLA: RETAIL TOUCHPOINTS

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

Direction: Over the course of my career, I’ve had the opportunity to build a long-standing relationship with Coca-Cola focused on elevating their retail presence and enhancing brand visibility at shelf. The core objective was addressing key in-store touchpoints through strategic solutions that balanced brand impact, consumer experience, and operational efficiency across diverse retail footprints. Informed by shopper behavior research within the carbonated beverage category, the strategy centered on driving high-traffic visibility, ensuring planogram efficiency, and advancing sustainability goals across modular displays, cooler shrouds, and packaging.

Design: To bring this strategy to life across physical retail environments, I led end-to-end design across three primary touchpoints:

Modular Permanent Display System: Created a flexible, scalable display system tailored to modern retail layouts. Built to accommodate 2-liter bottles, case packs, and single-serve options within a visually unified structure, the system prioritized high visibility, easy stocking, long-term durability, and sustainable materials.
Retail Cooler Shrouds: Developed branded enclosures for high-traffic zones in domestic and international markets. Featuring bold graphic treatments that balanced promotional messaging with timeless brand elements, the shrouds were engineered to integrate seamlessly with existing cooler infrastructure and minimize installation time.
6-Pack Packaging: Engineered detailed dielines and graphic layouts optimized for shelf presence, structural integrity, and planogram efficiency. Leveraged eco-conscious materials suited for high-volume production and collaborated closely with print packaging vendors to guarantee precise color reproduction and consistent finishes.

Dividend: These strategic solutions delivered measurable value across brand visibility, retail operations, and environmental performance:

Scalable Retail Presence: Delivered a versatile display framework that seamlessly adapted to varied store footprints while maintaining consistent global brand impact.
Operational & Merchandising Efficiency: Streamlined in-store execution through fast-install cooler shrouds, easily stockable displays, and packaging engineered for seamless transition to manufacture.
Sustainable Brand Impact: Advanced Coca-Cola’s environmental goals by integrating sustainable materials into high-volume production streams without compromising structural integrity or visual appeal.