The Chinese zodiac has been profound symbol in the lives of those who follow its meaning and tested assumptions on the future. Its influence can be felt in everyday life balanced in yin and yang opening a new dawn of excitement for all twelve zodiac signs. This Coca Cola packaging and ad design respectively commemorates the year of the dragon, alive with the fire that ignites the refreshing taste of Coke known across the globe. In response to this event that happens once every 11 years a packaging concept was made that extracts the essence of the Chinese culture through intensity and poise of tradition from both America and Asia.
The actively vibrant design elements and colors create a sensational burst illustrated through the rising sun from behind the bottle where only the reflective rays cast a token of circular wholeness. Everything in the poster flows with harmony around the landscape as if the poster itself was a snapshot of a living moment in time. It’s pretty clear that movement was the singular vehicle to be enhanced through expressive efforts. Even the marquee type on the right “Welcome to the Coke side of life” enunciates the vertical Chinese characters that enforce nostalgia and believability even further.
Because the packaging theme had to be centered on Chinese relevance the campaign then became an idea to support the use of the fortune cookie somewhere on the bottle. So it was decided to apply a message inside the interior label so that when the consumer was ready they could unravel their fortune. Other ideas quickly spurred as well that would have carried the campaign into a broader range both locally and internationally that may be implemented in the near future.