Coca-Cola 'Real Magic' Global Campaign and Brand Identity.
The refreshed Coca-Cola identity, playfully dubbed the ‘hug’ logo, introduces a wraparound visual system inspired by the brand’s iconic packaging across cans and bottles. Its fluid, embracing form creates a sense of connection and movement, reflecting Coca-Cola’s new global positioning.
This evolution coincides with the launch of the brand’s first tagline update in five years: Real Magic. Building on the heritage of It’s the Real Thing, the new messaging emphasizes human connection and togetherness, resonating in today’s complex and challenging times.
Collaborating with KnownUnknown and a network of global creative talent, we contributed across disciplines—art direction, motion, and visual storytelling—to bring the Real Magic vision to life, ensuring the identity feels dynamic, flexible, and emotionally engaging across every touchpoint.
