Asian BRG

Brand Identity  |  Art Direction

How do you connect an important group within the Coca-Cola enterprise with the most recognizable brand on the planet? Awesomely is how!

We were tasked with bringing the Asian Business Resource Group platform front and center within the organization through the creation of a logo mark. The goal? To help them “Break the Bamboo Ceiling”.

The challenge was to not over-design or over-think the mark as we navigate the rich brand guidelines provided by our client partners. A few additional asks from our partners were to include bamboo, elephants, or henna, easy right?! With creative brief and brand direction in hand, we went to work sketching. The final solution was to use the Coca-Cola’s classic bottle icon and pair it with leaves from a bamboo plant. This simple, clean approach allowed the Asian culture to shine while staying true to the iconic Coca-Cola brand.

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