Keeping a brand fresh while still maintaining its integrity can be challenging. While an updated look could modernize your brand or help it stand out in a crowded marketplace, it is important not to lose sight of who you are and what your brand stands for. Imagine just how challenging refreshing your brand would be it were 125 years old. As Coca-Cola celebrates this milestone anniversary, Coca-Cola and Diet Coke cans are getting a fresh new look.

Rolling out in September, revamped Diet Coke cans feature a magnified segment of the Diet Coke logo where the “D” of Diet rests on top of the “k” of Coke. This mod design does not reveal the brand’s complete name. I guess when you’re the world’s best-selling diet soda you don’t have to worry about partial name recognition.



Not to be outshone by its calorie-free counterpart, design firms around the world have been creating special anniversary packaging for Coca-Cola’s flagship beverage. Check out ADWEEK’s collection of designs from Britain, Hong Kong and Serbia.

Coca-Cola found a nice balance with this campaign. One quintessential beverage got a sleek, edgy design and the company still embraces and celebrates its history in a fun and visually-appealing way.

What other brands have you seen celebrate milestones with special packaging?

From new sizes to a new logo, the Starbucks brand has seen many changes in the last year. Following the introduction of wine and beer to its menu options, Starbucks has also extended its food offerings.

Starbucks is introducing a line of “ bistro boxes,” in snack and entree sizes, priced from $4.95 to $6.95 and all under 500 calories. The initial entrees are chipotle chicken wraps, sesame noodles, chicken lettuce wraps and salumi and cheese. The new menu items reflect a ramped-up emphasis on food at Starbucks, which has generally focused on breakfast sandwiches and pastries.

From booze to bistro boxes, Starbucks has moved far beyond the classic cup of joe. The Starbucks brand started with a focus on coffee. Baristas were trained in coffee knowledge and served high quality coffee due the strict control over the quality and processing of the beans. Aroma, atmosphere, flavor and store design stimulated all five senses and contributed to an overall “Starbucks Experience.”

Though food items are nothing new, previously served pastries acted as complements to the coffee. As the menu at Starbucks keeps growing, edible items are standing out on their own. I don’t want to wash down my chipotle chicken with a vanilla latte. Add other innovations such as books and music to the mix and it’s no surprise  Starbucks dropped the word “coffee” from its name and logo.

New ideas and expanded menus don’t appear to be a problem for Starbucks loyalists. With corporate restructuring plans in place and new stores opening in India and Vietnam, expansion of the Starbucks brand doesn’t seem to be slowing any time soon.

There is little to assume from an ordinary brick warehouse in NoDa, but upon entering Amelie’s French bakery & cafe, one is immediately transported into an artfully eclectic atmosphere with Parisian flair. Not only does the bakery keep its doors open 24/7, but the owners also pay careful attention to supporting the city’s resources. The Amelie brand is tied specifically to Charlotte, a refreshing distinction from the mainstream coffeeshops. They brew locally roasted Dilworth coffee, and employ pastry chefs from Johnson & Wales University, the culinary school in downtown Charlotte. It doesn’t hurt that one of the owners is a native of France, adding an authentic French vibe to the brand.

The cafe offers an atmosphere like no other in the area. The “shabby-chic” interior with handmade chandeliers, maps of old Paris, French music, and bejeweled statues inspire a world of imagination. The quaint ambience draws a diverse crowd for friendly conversation, study, relaxation, and refreshment. It’s a place where you could spend hours and not realize it. Amelie’s sets itself apart by creating a unique brand experience that satisfies the senses of sound (music), sight (decor), and taste (cuisine). As a result, the hustle & bustle is a testament to the cafe’s popularity and brand loyalty among locals.

The food and drink constitutes an array of handmade pastries, sandwiches, soups, drinks and espresso made in the European tradition. In February they offered “éclair your love,” an opportunity to personalize an éclair for that special someone. In a nutshell, Amelie’s is kind of like Starbuck’s foreign exchange student. It’s a brand that embodies French culture, and emits an unassuming amount of charm.




In my opinion, this is one of the best places to hit the Queen City- great food and atmosphere with a successful brand presence. I vote Amelie’s as my favorite spot in Charlotte. Don’t miss out on this gem of a bakery! Located on the corner of 28th St. in NoDa, or a mini-version on Tryon St in uptown. http://www.ameliesfrenchbakery.com/

Amelie’s French Bakery & Café
2424 N. Davidson St.
Charlotte, NC 28205

Contributed by: Emily Hassell

Coca-Cola is the most valuable brand in the world, and this month the company is celebrating its 125th birthday. Throughout its history Coca-Cola has extended its brand portfolio many times to include brands such as Coke Zero, Powerade, and Vitamin Water, but it was their original brand extension that has become nearly as strong and recognizable as the original brand itself. Yes, Diet Coke.

In 2011 Diet Coke surpassed Pepsi as the #2 soda in the U.S., and it was right behind, you guessed it, the original Coca-Cola. Having Diet Coke holding the #2 spot is more than a victory for the original Coca-Cola brand, but for the Diet Coke brand as well. It goes to show what most people have known for some time, that Diet Coke is no longer merely a brand extension of Coca-Cola, as it was when it launched in 1982, but a powerful brand on its own.

It was through a strong brand strategy from the start that propelled the brand to be the #3 soft drink in the U.S. by 1984, a spot it held until this year’s move up in the ranks. For the majority of the brand’s history it has been targeted to woman, originally by spotlighting fashionable woman and good looking men; and more recently by targeting the independent and working woman.

So, just for the fun of it, take a look at some of Diet Coke’s most memorable commercials, starting with its very first that aired in 1983: