The Drum Design Awards judges' favourite design work for 2012: Diet Coke packaging redesign chosen by Gion-Men Kruegel-Hanna

To mark the launch of Drum Design Awards, its inaugural jurors have been invited to select one piece of work produced over 2012 which they have found most inspiring. Over the next few days we will publish the results of this exercise, which gives real insights into the strength of the strength of the UK scene. The next judge to make a selection is former Interbrand executive creative director Gion-Men Kruegel-Hanna, who has chosen the latest Diet Coke packaging design work by Turner Duckworth.

Meanwhile the The Drum Design Awards are now open for entry with jurors that include Malcolm Garrett, Lynda Relph-Knight and John Mathers...

Diet Coke packaging redesign – Turner Duckworth

When I first saw it I found it remarkable. Now that the news is out that it will permanently sit on the shelves of our stores, one has to applaud this bold step. Obviously Coke’s marketing machinery made sure to eliminate all risks for the launch of the new Diet Coke design, but it takes courage and determination to even consider such a bold move.

Diet Coke box redesign

It is a testament to three things: First, good design changes the way shoppers perceive retail and makes a physical touchpoint an especially engaging and dynamic experience. Secondly, even large consumer research driven organisations can change and successfully try new things (even though it may take a while).

Diet Coke Bottle

Thirdly, we are now seeing more and more examples of the democratisation of good design, which not only adds value to a brand but which demonstrates that great design is for everyone. Simply said, it makes the daily grind easier and more enjoyable. At least for me…Previously, John Mathers, chief executive officer of The Design Council chose the White Logistics and Storage rebrand as his selection of design work.

UK, Coca-Cola, Design

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