PUMA X Coca-Cola
Coca-Cola, being the world-class brand it is, is instantly recognisable across cultures and languages, so the opportunity to design packaging for it felt especially exciting.
When we were briefed on creating packaging for PUMA and Coca-Cola’s collaboration, we learned that the collection drew inspiration from delivery driver uniforms. Searching for a strong creative angle, I began to consider how we could take this subtle piece of storytelling, the delivery driver, and amplify it into something the consumer could not only recognise, but integrate into their unboxing experience and ultimately want to keep.
Coca-Cola’s archival advertising imagery was shared with us, and in one particular image, a smiling delivery driver is seen carrying a crate filled with Coca-Cola bottles.
That sparked a question: is there something in the crate that could amplify the story? That consumers could experience? and that could also become a collectible sneaker box? What if the consumer became the delivery driver?
This idea led to reimagining the sneaker box as a crate and recreating it considering different box sizes. By incorporating cut-out handles (my favourite touch) and a photorealistic print, the packaging became part of the delivery itself.
