Coca-Cola is giving its global brand identity a refresh, leaning on artificial intelligence to speed up design work and put a bigger spotlight on its zero-sugar lineup. The new look, which uses AI-powered design tools, has already reached parts of Europe, the Middle East, and India. Latin America and Asia are set to get the update through 2027.
What’s changing and what’s staying
The company isn’t throwing out its classic red-and-white palette, the Spencerian script, the Dynamic Ribbon, or the Arden Square symbol. Those remain core. Instead, the refresh focuses on making those assets work harder — and faster — through AI tools that standardize creative output for both internal teams and outside agencies. The goal is to cut down approval times and keep the look consistent across markets.
For Coca-Cola Zero Sugar, the changes are more visible. The cans now carry a larger 'Zero Sugar' label and a black Dynamic Ribbon. The PET bottles get a black cap. The shift is a clear bet on the higher-margin zero-sugar segment, which the company has been pushing as soda drinkers move away from full-sugar options.
Why AI matters for a 130-year-old brand
Building a global brand identity across dozens of markets usually means endless rounds of revisions, local adaptations, and back-and-forth with agencies. Coca-Cola is using AI to automate parts of that process — generating layouts, ensuring color accuracy, and flagging deviations from guidelines before they reach a human reviewer. That doesn’t mean designers are out of a job. The AI handles repetitive tasks so humans can focus on the creative strategy.
The rollout is phased. Some countries in Europe, the Middle East, and India are already seeing the new packaging on shelves. Latin America and Asia will follow over the next few years. The company hasn’t said exactly when the U.S. gets the update, but given the 2027 timeline for Asia, it’s likely a slow burn.
Stock and earnings on deck
Coca-Cola’s stock (KO) closed at $82.12 on July 20, up 0.69% on the day. The company is scheduled to report earnings on July 28, which will be the first chance for investors to see whether the zero-sugar push and the brand refresh are translating into sales. The new identity is designed to be more than a cosmetic change — it’s a tool to move more of the higher-margin product.
Whether the AI-driven design approach becomes a model for other legacy brands remains an open question. For now, Coca-Cola is betting that faster approvals and a sharper zero-sugar message will help it hold off rivals like Pepsi and Keurig Dr Pepper in the diet soda aisle. The July 28 earnings call will offer a clearer picture.
