Music is the great unifier. The global language, the transcender of boundaries. Music is the sound the soul makes when it speaks. Encircling us, moving us, and inspiring us. Each artist's vision a new piece of our own. We are here for music, for artists to join artists. And for everyone, everywhere. Welcome to the circle.

Since its monumental success in Pakistan, Coke Studio is expanding to the United States under a new visual identity that speaks to a different audience. The new identity expresses an immersive world of music that celebrates the individuality and collaboration of artists big and small. Coke Studio as a logomark, is the valence structure surrounding an extensive arsenal of brand elements employed to express a wide array of musical creativity.

We employ expressive typographic wraps to show how the system expands. Always surrounding; flowing purposefully and encapsulating the action. Various illustrious typefaces makeup the foundation of these wraps to showcase the diversity and individualism of featured artists. These wraps became the foundation of the graphic language, and the team took it to the best, and most pure pressure test of any Coca-Cola brand: the can.

The natural shape of the can tells the story of Coke Studio as an extension of the existing anthemic Real Magic^TM campaign and anchors the narrative in product. There are three tiers of packaging that the brand must be applied to. Influencer packaging is the most illustrative, and is reserved for influencer partnerships. These influencer packs are customized to the individual's favorite artists.

Takeover packaging is more consumer facing and typically a collector's item. Sustained packaging (featured below) is manufactured on a mass scale and is the most readily available to the public.

The shape inspired a number of unique brand applications. Thinking dimensionally allowed for an exciting approach to these touchpoints. The use of motion was also key to making the brand come to life.