The challenge

Designate was commissioned  to assess the current state of the brand by examining CCA’s existing visual identity and its impact on brand experience in the light of how they communicated the company’s vision/mission statement and key values to their audiences.

The audit established that the existing CCA brand was confused and inconsistent and needed to be reviewed with regard to its current relevance and success. As the growth and diversification of CCA not only led to visual inconsistency but also to cultural differences, it became clear that a complete refresh of the brand and identity would need to be conducted and communicated both internally and externally.

The solution

A ‘cultural’ brand was initially developed to communicate the key ‘behaviours’ and ‘qualities’ expressed in the new tagline: ‘Our CCA – where great people do great things together’ which focused on the implementation of strategies and values by CCA people for the benefit of the customer and as such, the visual identity needed to unite the divisions of the company as well as the products in the portfolio. The focus was then to consider how the brand was perceived externally as a corporate and investor brand. The desire was to unite the Coca-Cola heritage with the already implemented internal cultural brand visual identity.