Coca-Cola Life began as an unlabeled product sample.

Over roughly 30 months, we worked alongside Coca-Cola from early product development through naming, identity, packaging, brand language, retail expression, and the toolkit that would take the product into market.

Because the initial launch was focused on Latin America, we didn't simply create another American expression of Coke. We built the brand around the context it was entering — drawing from the regional roots of stevia, a more natural product proposition, and a visual and verbal language designed to feel relevant to the customers Coca-Cola wanted to reach.

That became the pattern throughout our relationship: understand where the customer already is before deciding where the brand should go.

Sokenbicha presented almost the opposite challenge. Coca-Cola had a successful Japanese tea brand and wanted to understand what it could become for an American customer.

Again, we began with the product itself. From there we created the U.S. proposition from the ground up: positioning, the five-elements concept, product naming, benefit architecture, identity, packaging, storytelling, and retail expression.

Rather than Americanize the brand, we used its Japanese heritage as an advantage — a restrained, ingredient-forward system that made an unfamiliar product understandable without removing the cultural character that made it interesting.

Sokenbicha launched nationally through Whole Foods and remained in market across multiple retail cycles.

For Schweppes, Coca-Cola was exploring how Canada Dry, Kinley, and Nordic Mist could eventually transition under a single architecture in European markets.

We designed a staged migration rather than an abrupt rebrand — first stabilizing the individual brands, then creating common packaging structures and visual language, and finally developing a pathway toward Schweppes while retaining the familiar colors and cues customers already recognized.

The idea was simple: change the brand without asking customers to forget why they trusted it in the first place.

That same future-state thinking extended across Diet Coke, Georgia Coffee, Fanta, and Coca-Cola Flavors. Sometimes the output was packaging. Sometimes positioning. Sometimes the deliverable was simply a clearer picture of what the brand could become.

• Built a nearly nine-year relationship with Coca-Cola's Brand & Design organization across flagship and emerging brands.

• Helped create Coca-Cola Life from early product samples through naming, identity, packaging, and market introduction.

• Created the U.S. Sokenbicha proposition from product development through national retail launch.

• Developed a U.S. market proposition for Georgia Coffee through beta testing.

• Built a staged brand-migration system across Schweppes, Canada Dry, Kinley, and Nordic Mist.

• Helped Coca-Cola teams explore future-state positioning and brand systems across Diet Coke, Fanta, Sprite, and Coca-Cola Flavors.