brand-identity-guidelines-coca-cola-zero-1

Identity Standards: Core Brand Elements and Standards_Photography_Product Photography Art DirectionCans, PETs, Other Packaging2.41Style• As with the Contour Bottle, make the photograph clean,simple and bold.• Keep the shot devoid of extraneous elements.• Use reflections at your discretion. Consider what bestsuits each application.Angles• Angle should be straight-on at eye level with very littleperspective. This allows the bottoms of the products to beflat and aligned next to each other as a range.• In special cases where a straight-on approach doesn’tmatch the perspective, alternate perspectives are permitted.• A more heroic product angle can be used when it bettersuits a given execution (e.g., can photos on a fridge pack).Product Color• Coca-Cola Zero product should have an overall cola color, butshould include areas of highlight (sunset oranges and yellows)and darkness (dark chocolate) with hints of caramel anddeep red tones.• The liquid must not be opaque nor a single color or shade.• When the cap is off, be sure to capture the uplifting bubblesto indicate the ‘pshttttt’ of a freshly-opened Bottle.• Reference the Gold Standard Contour Glass Bottle photofor the ideal expression of the Coca-Cola Zero product.Refreshment Cues• Condensation and ice can be used to add refreshment, butshould be used sparingly and have the right balance.• When photographing cans and PETs together, make sure thatthe refreshment cues are placed randomly and vary in sizeand shape (instead of covering the entire product) foreach product shown.• Packaging photos placed within other packaging (i.e., the canphoto on the fridge pack) should be photographed withcondensation to counterbalance the more iconic Elementsof the overall design.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009