In January 2018, Coca-Cola made an announcement: The brand, which sells 120 billion plastic bottles every year, promised a "world without waste” by 2030.
James Quincey the CEO of The Coca-Cola Company than announced in an interview that we need to create circular economy, we need to create value for that and that it is absolutely doable.

Hope is a design direction that is inspired by these claims that suggests sustainable production and advertising where people are rewarded by brand's products for efficient recycling. In the age of irresponsible plastic waste management that affects our oceans, environment and biodiversity this project suggests new approach to brand's strategy that reflects modern values and needs for sustainable future while enabling lifestyle that Coca-Cola promotes.
This design direction includes products that are made from recycled materials to make summers more comfortable while making oceans, rivers and beaches cleaner. These products are designed to enhance user experience, motivate people to recycle and effectively promote the brand through lifestyle and conscious waste disposal and recycling.

The design direction might be suitable for tropical tourist destinations and those with advanced recycling regulations.
It should enable people to consciously and efficiently recycle brand's packaging and other recyclable waste to encourage distributors and resellers to take a part in circular economy that can benefit people and the environment through lifestyle, user experience and modern values rather than advertisements.

Seafa is a floating sofa with detachable parts and parasol holder to keep users safe from the sun and elements.
It features detachable leg-rests that could be used as rescue can when needed but also stacked under the sofa while on the beach for comfortable sitting.
Seafa is hollow so it can be filled with water offshore to keep users cool.
All parts can be assembled to make it more compact and easier for transport.
Paddleboards are becoming increasingly popular among active people, enabling users to improve their balance while effectively engaging the whole body. The product itself serves active lifestyle that is used to promote the brand's value.
Hammocks, parasols and swimwear are often made from plastic materials, made from recycled fishing nets and other recycled products they can also benefit users and the brand to effectively advertise through lifestyle.
Ice Cube is a hollow transparent cube that could be used as a table, stool or otherwise.
It is made from 100% recycled transparent PET bottles. After extensive use on the beach and exposure to the sand its surface gets frosted look and it can be efficiently recycled afterwards to make other products or bottles.
Cocanoe is a transparent canoe shaped as a half of Coke's iconic glass bottle that enables users to explore marine life and actively enjoy their time through canoeing. The product is hollow for safety reasons and its made from the same materials as Coke's plastic bottles are made, enabling almost 100% recyclebility in the process of making it.
Placed vertically it becomes oversized 2 meter-tall Coke's bottle that can serve  for advertising purposes. 
Photo credits: Chelsea Gates, Filipp Nekhaev, Toa Heftiba, Tyler Nix, Claudio Hirschberger, Drew Dau, Jikun Li, Darko Nikolic
Design direction, product design and CGI: Darko Nikolic

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Hope
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Hope

Project Hope is a personal project that suggests new design direction for Coca Cola brand that is focused on sustainable production and promotion Read More
19
165
2
Published: