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The iconic Coca-Cola bottle is one of the most recognizable consumer goods on the planet. However, the design history of the Coca-Cola bottle has gone through many changes over the century.
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Introduced in 1899, marking Coca-Cola’s entry into bottling. Prior to bottling, you could only find Coca-Cola in soda fountains.
This straight-sided bottle was used from 1899 to 1906.
This bottle design was simple and straight-sided—this was an era of functionality. Many of the consumer goods reflected the period.
The straight-sided bottles came in many colors, including:
Color variations were unintentional. It was a result of the various manufacturing processes that the different bottlers used.
The diverse colors actually helped make Coca-Cola stand out from the competition. And shaped its early brand identity.
Though a simple design, the bottle helped consumers experience new ways found outside the traditional soda fountain.
Coca-Cola introduced the Hutchinson bottle in 1906.
It was both innovative and utilitarian. An early example of tactile marketing.
The Hutchingson bottle featured a metal stopper on the top of the neck.
A consumer would get a satisfying ‘pop’ sound when opening it. Sometimes with a bit of an exploding carbonated liquid.
The sound helped Coca-Cola tie a new experience with their cola. A form of auditory branding.
Many historians attribute the term “soda pop” to the Hutchinson bottle and Coca-Cola.
Wanting to differentiate themselves in the market, The Coca-Cola Company set up a design contest to radically remake its bottle. The Root Bottle Company won the competition, by finding inspiration from a cocoa pod.
Coca-Cola officially introduced it in 1915.
The Contour Bottle was shaped like a cocoa pod and featured a curved, voluptuous form. Making a stark difference to the previous straight bottles before.
The design was able to stand out in the sea of soda bottles, but still had an air of approachability.
The Contour Bottle’s shape was so different that a blind person could tell it was a Coke just by holding it. Adding a new sensory experience that has never been seen in consumer goods. Like holding an iPhone for the first time. Magical
The Contour Bottle design has largely remained the same for over a century now. Though it’s come in new sizes and material like plastic.
The Contour Bottle has become synonymous with the Coca-Cola brand. Universally recognizable to most languages and cultures.
It has become Coca-Cola’s identity.
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The painted label bottle was introduced in 1955 and it’s also known as the Applied Color Label (ACL) bottle.
The painted label bottle is the borning monochrome label design of the previous version.
It had a vibrant and colorful design. Hello, color!
The Coca-Cola Company was shifting toward a more playful and eye-catching aesthetic.
Coca-Cola had not changed its bottle design in many years. They were looking to increase shelf appeal and stand out among competitors.
To do this, they used new technologies in bottle labeling. Showing that Coca-Cola was able to evolve by using the latest technology.
The bottle reflected the changing tastes of the mid-20th century with an optimistic outlook of the post-war era.
After decades of having the same bottle size, Coca-Cola introduced King Size and Family Size bottles in 1955.
These bottles used bright red coloring in their labeling. And were created in response to increasing consumer demand.
These bottles came in two versions:
The Coca-Cola King Size and Family Size bottles were ideal for gatherings and events.
They ensured there was enough Coke around in social functions. Coke helped bring loved ones together.
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The Coca-Cola Diamond Label Bottle made its debut in the 1960s. It was a design revolution for Coca-Cola.
It featured a diamond-shaped label. It is known for its clean lines and understated elegance.
The bottle managed to balance futuristic elements with the elegance of the past Contour bottle.
The Diamond Bottle brought a sophisticated design to the brand that resonated with an ever-changing consumer base.
It reflected the social and cultural changes of the 1960s.
Coca-Cola was looking to shift its image to a more refined aesthetic that symbolized upward mobility and sophistication.
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The Coca-Cola Company shifted its customer service strategy in 1964 with the introduction of the no deposit, no return bottle.
It was developed because Americans were looking for more convenience due to the hustle and bustle of daily life.
Prior to this bottle. Consumers had to pay a deposit and would only get a refund if they returned it to the store. This is still done in some 3rd world countries today.
This new bottle eliminated the need for bottle deposits and returns.
Coca-Cola wanted to streamline the customer experience and enhance convenience for consumers.
It was not very environmentally friendly, but consumers loved it.
You also have to keep in mind, people were moving to the suburbs and didn’t have easy access to drop off bottles like you would in the city.
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Then came the mother of all innovations. Plastic.
Coca-Cola’s first plastic bottle was launched in 1977. The company was looking to shift from glass to plastic to save onmoney.
PET plastic was patented in 1973. It was a game changer in the consumer goods world.
The plastic bottle offered increased flexibility and convenience for consumers. The new bottle was lightweight and virtually unbreakable compared to glass.
Coca-Cola’s first plastic bottle had a capacity of 2 liters. Big enough for the whole family.
Family-sized packaging was on the rise due to the suburban sprawl.
The shift to plastic raised new environmental concerns. Plastic is horrible for the environment and degrades slowly into microplastics that can pollute individual organisms.
Something we are still dealing with today.
Recycling for PET bottles didn’t begin until the 1980s.
Coca-Cola designed its first aluminum bottle in 2005. Using aluminum, they created a bottle that was sleek and good for the environment.
The bottle was bold and shiny, helping the brand stand out. The bottle was sleek and modern. Yet it was lightweight and robust.
The bottle was great for on-the-go consumers.
The company merged three things together:
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The Coca-Cola plantbottle was revealed with great fanfare in 2009. It was the first bottle made out of plant based materials.
Because it was partly made out of plant materials, it could disintegrate faster than plastic. The Plantbottle is the first truly environmentally friendly container.
The Plantbottle helped Coca-Cola market itself as an environmentally friendly company.
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