The soft-drink leader will add “Enjoy” in Spencerian script on packs of Coca-Cola and Coca-Cola Zero Sugar, marking the first time a word other than the brand has appeared in the iconic lettering in the United States.
All packs, which hit stores in May, will sport a new look featuring the word “Enjoy” written in the iconic Coca-Cola Spencerian Script before “Coca-Cola” to connect the joy of drinking a Coca-Cola with savoring new summer experiences.
Internally, we recognized the importance of developing adaptable identity system. Coke has one of the strongest visual identity heritages in modern history and it's never intended to be played in flexible way in the first place. The goal was developing the most scalable and sustainable model of adapting "entrepreneurial spirit", which is much more complex and different from transitory trend. "Enjoy" is a deeply rooted part of Coca-Cola's spirit, and it is the physical and emotional representation of the product/brand.
“Enjoy Coca-Cola” was inspired by the fact that summer seems to be getting shorter as bucket lists get longer. We saw the opportunity to invite people to enjoy an ice-cold Coca-Cola and make their summer moments better. The labels on 20-oz. bottles of Coke and Coke Zero Sugar will feature peel-away wristbands featuring summery pop art designs – from a Coke bottle-shaped popsicle, to a hot dog.
