Coca-Cola Consolidated wanted its warehouse crews, drivers and frontline teams to see themselves in the brand they work for. I gave Be, its employee program, a look that dresses six promises in the same red everyone already knows.
Coca-Cola Consolidated
Bottling and distribution
Creative direction, campaign development, brand expression
Warehouse crews, drivers and frontline teams
Make a bottler’s promises to its people clear and meaningful, inside a brand everyone already knows.
Borrow what employees see every day, the bottle cap and the signature red, and let each promise wear it.
Six promises with one shared identity, and a consistent way to talk about them.
Where the Be program shows up, from the badge to the fleet.
01 The badge
The program mark is a bottle cap. The six promises run around its edge: supported, inspired, rewarded, developed, empowered and connected.
Program identity
02 The line
The campaign line sits on the bottle itself, in the same red ribbon employees see every day.
Campaign line
03 The film
A film brings the program to life.
Video
04 The walls
Posters and banners give each promise its own face and its own line, like Be Inspired and Be Rewarded.
Posters and banners
05 The office
Window graphics and screens bring the program into meeting rooms and shared spaces, with messages written in the company’s own voice.
Environmental and digital
06 The road
As part of the fleet moved to electric vehicles, the trucks became the message. The signature red and ribbon stayed, and the trailer sides talked about clean energy in the brand’s own voice.
Fleet graphics and hang tags
Be organized the program around six promises. The bottle cap and signature red tied each one to the brand employees work with every day, so every promise has an expression people recognize.
