William White On Diet Coke’s Can Re-Design
PSFK interviews Diet Coke's Brand Director to get the story behind the can re-design.
Balancing the comfort of familiarity and the power of surprise, Diet Coke’s new can was recently launched for the fall season in partnership with StyleCaster. Following up on our post about the redesign itself, we connected with William White to talk about the design strategy behind the new look and feel of the packaging.
Tell us about your role at Coke and how you got involved with the re-design.
I serve as the Diet Coke Brand Director, Coca-Cola North America, and oversee a team that led the integrated thinking and strategy to create this limited-edition visual identity and package for the brand.