Congratulations are in order to Coca-Cola Company and design agency Turner Duckworth for their recent platinum PENTAWARD for best in beverage packaging design.  The award goes specifically to their line of Aluminum Bottles.

The kudos are well deserved.  The bottles are a sleek, inspired twist on Coke's iconic visual brand identity. . .simple and elegant, but reminiscent of the nostalgic pop-top glass bottles of yore.  Fashionable throwbacks.

With the luxury of being headquartered in Atlanta, and working closely on several Coca-Cola initiatives, I've been able to get my hands on a few.  And I'm not ashamed to admit, I have them proudly displayed on my desk.  Simple beauty.

Turner Duckworth and Coca-Cola Company have expanded their "iconization of heritage" concept beyond the aluminum bottle packaging to signage, aluminum can redesign, and graphics for delivery trucks.

The concept is based it on a few basic, but successful tenants:

Simplicity - if it doesn't add anything, take it away

Context Relevance - make the brand respond to its context so its always relevant

Scale - use the drama of scale to keep the trademark fresh

For more information of the bottles and award, click here