All for one, one for all!

Community Cola is a new beverage brand with two equally important purposes. To challenge the market leaders when it comes to taste and freshness, and to become a vehicle for engagement in local community projects.

 

The solution to the two-fold communicative task was to develop a concept that is playful, yet powerful. The bottle decor, central in the branding, features an icon of a person, which come together as a community on the shop shelves.

 

The brand website allows anyone to apply for projects in their communities that need funding, and to vote for projects they like. A part of the proceeds from every bottle sold is then funnelled to winning projects, that could be anything from skate parks to urban gardening initiatives.

 

Community Cola

Community Cola, a new beverage brand from the founders of Lemonaid and Charitea, has two equally important purposes. One is to challenge the original Cola when it comes to taste and freshness, using primarily organic and fairly traded ingredients, and the other is to become a vehicle for grass roots’ engagement in local community projects. The brand website allows anyone to apply for projects in their communities that need funding, and to vote for projects they like. A part of the proceeds from every bottle sold is then funnelled to winning projects, that could be anything from skate parks to urban gardening initiatives.

The Studio was awarded the job of developing the identity, packaging and website for Community Cola, as well as point of sales material, posters and brochures. The design challenge was not only to create a unique and striking visual expression that would stand out on shelves and on café counters, but also to communicate the collective and cooperative intention with the brand, and the unifying spirit that it promotes.

The answer was to develop a concept that is playful, yet powerful. The bottle decor, central in the branding, features an icon of a person, which come together as a community on the shop shelves. The regular cola is depicted through a solid pictogram while the outlined figure represents the sugar-free variant. The product name and bottle cap also take on this characteristic coding. The wordmark, with its bold condensed typeface, acts as a manifesto, running vertically up the bottle. The goal was to create a simple yet iconic bottle, which could appeal to everyone. The result is a bottle that takes on a life of it’s own.

Community Cola was launched in the fall of 2018 and the first bottling batch was sold out immediately, proof that the brand seems to have fulfilled one of its two purposes: the taste is widely perceived as a serious contender to the original. Now it remains to be seen whether the second and perhaps more important goal will be reached as well – to help local communities thrive by quenching the thirst of its inhabitants.

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