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Diet Coke Limited Edition

September 11, 2011 | 7 Comments


Designed by Turner Duckworth | Country: United States

“The latest evolution in Diet Coke’s iconic “Stay Extraordinary” campaign features a modern new look for fall on the Diet Coke aluminum can and a series of new ads on television and out-of-home. The ads connect with consumers using the witty and smart tone that marks the unique voice of Diet Coke.

The can design, created by San Francisco-based design agency Turner Duckworth, features a section of the Diet Coke logo, cropped to feature the “D” and the “k,” set against the brand’s signature silver backdrop, creating a bold look for fall. Despite the change, the great taste remains the same and the can will still be easy to recognize as the number two beverage brand and number one zero-calorie brand in the nation.

“The new Diet Coke design is at once understated and overstated,” said David Turner, partner Turner Duckworth. “The understatement of a monogram, rather than the full name, and the overstatement of the extremely enlarged logo, both demonstrate the brand’s renewed self-confidence.”

The new package design has inspired the overall visual identity of Diet Coke, and has been featured in recent digital and out-of-home activations. In a Twitter promotion in July, Diet Coke designed mini-fridges stocked with Diet Coke that were delivered to the brands most loyal followers. In the outdoor campaign, the cropped-logo design is featured in placements around the country.”


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7 Responses to “Diet Coke Limited Edition”

  1. Jordan
    September 12th, 2011 @ 2:56 pm

    All of cokes packaging should look this good.

  2. Cadu
    September 15th, 2011 @ 4:21 am

    Simply G

  3. Uzma
    September 16th, 2011 @ 9:58 pm

    I am glad you took the clutter away from the design. The older version takes the kick out of the Coke.

  4. Adam
    October 7th, 2011 @ 7:13 am

    Nice and clean but I’m afraid all I can see is DK which is unfortunate!

  5. medmate
    November 5th, 2012 @ 3:09 am

    I think there is a reason,why Coke did not change his logo for over a decade, and also why the new coke experience failed. Same here.

  6. David
    December 4th, 2012 @ 2:46 pm

    look closer and you will see the full logo on the box or can, so I don’t think DK is all you see. It beautiful.

  7. Austin
    August 21st, 2013 @ 2:37 pm

    Ah yes, the lovely packaging to hide the real nature of what Coca-Cola has become. Denying the use of aspartame, which let’s be honest is outright poison, in their diet drink. It’s all well and good when you slap a shiny new coating on it. Does Turner say anything? Nope. Just another big fancy client to add to the list. Never mind questioning the ethical practices of the client before working for them. Sad what the design community has become.

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