Coca-Cola

Intent

To create a visual identity system that enables Coca-Cola to build cultural iconicity for Lunar New Year, evolving from a single pack execution into a scalable and ownable festive platform across Asia.

The challenge

Asia’s embroidery traditions are rich in symbolism and craftsmanship, playing a meaningful role in Lunar New Year celebrations. To resonate across Vietnam, Singapore, and Malaysia, the design needed to feel culturally familiar and inclusive, while balancing regional consistency with deep local relevance. The system had to unify Tết and Lunar New Year under a single creative language without losing authenticity.

The idea

We reimagined universal festive symbols through the lens of Asian craftsmanship. Fireworks, a shared symbol of joy and new beginnings, became the hero device — echoing both celebration and the effervescence at the heart of Coca-Cola.

Inspired by Vietnamese brocade, Chinese embroidery, and Peranakan beadwork, we created a richly textured visual world that feels intricate, layered, and culturally resonant. In Vietnam, auspicious golden swallows, peach blossoms, and red envelopes symbolise reunion and family connection. In Singapore and Malaysia, bold spirit horses, florals, ingots, oriental fans, and bamboo represent prosperity, longevity, and success.

By anchoring the system in shared celebratory symbols and expressing them through distinctive local craft, we created a cohesive festive identity that feels universally celebratory yet deeply rooted in place — transforming every Coca-Cola pack into a collectible cultural keepsake.

The impact

Rolled out across cans, packaging, retail displays, and digital platforms, the system created a unified and instantly recognisable festive presence across all three markets, reinforcing Coca-Cola’s cultural relevance at scale.