Client: Coca-Cola

Brief:
Design the Coca-Cola Creations can for Wozzaah, Coca-Cola’s first-ever Africa-inspired drink, to celebrate Africa’s creative essence. Align the creative direction with commercial objectives and ensure seamless global collaboration.

Solution:
I led the design collaboration for the Coca-Cola Creations can for Wozzaah, partnering with VIRTUE, ForPeople, and Coca-Cola. In tri-weekly strategic online meetings, we meticulously aligned the creative direction with commercial goals, ensuring seamless global collaboration and a unified vision.

To capture the vibrant pulse of African culture, I created and presented multiple hand-drawn sketches that interpreted the theme from various angles. Using Adobe Illustrator and Photoshop, I digitally rendered, colored, and vectorized the illustrations, all while adhering to Coca-Cola’s brand guidelines. I integrated diverse illustrated characters and elements to craft a compelling and cohesive narrative for the can design. This comprehensive approach extended the design beyond the can to include products like apparel and cushions, significantly enhancing brand-audience connections.

Additionally, I recorded behind-the-scenes content of my workflow and process. This engaging content was showcased by the team at the Johannesburg launch, boosting audience engagement and deepening appreciation for the design.

Process:

• Strategic Alignment: Participated in tri-weekly meetings to align creative direction with commercial goals, ensuring a cohesive and strategic approach.
• Concept Development: Created and presented multiple hand-drawn sketches, capturing the dynamic and creative essence of African culture.
• Digital Execution: Digitally rendered, colored, and vectorized the sketches using Adobe Illustrator and Photoshop, meticulously adhering to brand guidelines.
• Narrative Integration: Integrated diverse characters and elements to create a compelling and cohesive visual story that resonates with audiences.
• Engagement Enhancement: Recorded and shared behind-the-scenes workflow and process content, enhancing audience engagement and appreciation at the Johannesburg launch.

Deliverables:

• Coca-Cola Creations can design for Wozzaah
• Behind-the-scenes footage of the design process for use at the launch event

Software Used:

• Adobe Illustrator
• Adobe Photoshop

Presenting: Coca-Cola, Wozzaah

Impact:
The globally resonant design for Wozzaah authentically represented Africa’s creative pulse. The project not only enhanced brand-audience connections through extended products like apparel and cushions but also garnered significant recognition.

Special Highlight:

The cultural impact of the design was underscored when it was presented to Kenyan President H.E. Dr. William Ruto at The Coca-Cola Company’s headquarters in Atlanta by Sunil Gupta, CEO of Coca-Cola Beverages Africa. This acknowledgment highlights the design’s significance and reach, emphasizing its effectiveness in celebrating and promoting African creativity on a global stage.

Who I Worked With:
Ben Capaldi – Associate Director – forpeople Limited
Holly Mattacott-Darrah – Creative Lead – forpeople Limited
Sara Drekalovic – Account Manager – forpeople Limited
Heloise Byrne – Director – Coca-Cola