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

Packaging Design Standards_Form Design Standards_Understanding the Contour BottleDefining Elements3.30Overall Proportion Contoured Shoulder Flutes Pinch WaistScalloped TransitionsChampagne BaseThe overall proportion isThe contour of the shoulderFlutes are the vertical ribs.The Pinch Waist is locatedCreated by the resolution ofSubstantial and symbolic ofmade up of five basicis symmetrical, slender andThey frame the Curvedbelow the label and providesthe Flutes into the Curvedthe integrity of the product,sections and defines thedefined by two elegant arcsLabel Panel and createthe most signature elementLabel Panel, this distinctivethe Champagne Baseiconic silhouette: Thein a wave format. It starts thevarying wall thicknessesof the Contour Bottle. It alsodetail imparts a unique feelemphasizes the Pinch WaistContoured Shoulder, Curvedflowing aesthetic of the icon.in the bottle, adding depth.creates a slender, flowingwhen the Contour Bottle isand is where the FlutesLabel Area, Pinch Waist,They also provide structureaesthetic that is the essenceheld.terminate.Vertical Fluting and Overallto a soft flowing form.of the icon.Silhouette comprise theiconic proportion and havea specific aspect ratio tothe overall package height.Coca-Cola Zero | Brand Identity and Design Standards_v1.0Confidential: December 2009