Coca Cola Rio 2016 Olympic Games™
Visual Identity System Design
Bringing the
Olympic Spirit to Life
for Coca-Cola
Creation and development of the Visual Identity System for the communication of the Coca-Cola brand at the Rio 2016 ™ Olympic Games, part of their global marketing campaign that rolled out in 50 countries - resulting as Coca-Cola being one of the most memorable sponsor of the event.
Inspired by the symbols of the Olympic universe and the organic shapes of Rio de Janeiro, we developed a graphic system that unified all visual elements and usage guidelines for Coca-Cola, the oldest continuous sponsor of the Games.
With dynamic stripes and the iconic red and white palette at its core, the identity invites movement and energy, amplifying the brand’s presence on a global stage. Coca-Cola achieved massive visibility, strong social engagement, and emotional brand recall through storytelling and immersive fan activations.
Collectible Packaging
Results
Coca‑Cola launched the global #ThatsGold campaign across ~50 markets, tying emotional everyday stories to Olympic moments. It topped sponsor buzz with 344,000 social media mentions, more than any other brand during the Games.
The brand elevated recognition using experiential activations like the Coca‑Cola Olympic Station teen hangout in Rio Live Site, sampling (1.3M mini cans), torch relay events, and pin trading experiences.
Apparel
Identity reflected in Rio de Janeiro.
Process
Team: Lilian Raco, Patricia Clarkson, Vivi Mayrink, Eduarda Paternot,
Carol Peixoto, Alessandra Guimarães, Fernanda Xavier, Debora Isnard
My Role: Senior Graphic Designer
Experimentation and unfolding of the visual identity, conception and
all graphic elements. Development of guidelines and rules,
and applications for packaging, OOH, clothing, outdoors, social media,
gifts, video script and supervision of deliveries by other partners.
Project done in partnership with Tátil Design de Ideas and Coke Global Design
| Project done for Cravo Ofício
December 2014 - August 2015 |