How Coca-Cola went three-dimensional to revolutionise its package design workflow to save time, money and foster more creativity

Benny Lee

Journal of Digital Media Management, 2018, vol. 7, issue 2, 106-114

Abstract: Three-dimensional (3D) visualisation is the latest chapter in Coca-Cola’s long and storied history of dynamic packaging design. Using Adobe Dimension, which allows users to visualise product shots, package designs and other branded collateral in 3D real-world settings (with no photography required), Coca-Cola has trained a team of graphic designers to transition their designs from two-dimensional assets to fully-visualised 3D mockups on their own. The end result is saving the company hundreds of thousands of dollars in product visualisation costs (from photography to rendering), has sped up its prototyping process, and has empowered graphic designers to take their packaging and marketing designs to a whole new level, whether that is in the early stages of design visualisation, or as the assets they have created are used for augmented reality, virtual reality and 3D experiences. This case study explores Coca-Cola’s transition into this new digital workflow, and shares the lessons learned along the way, along with the exciting prospects this new digital pipeline presents.

Keywords: CGI; 3D render; visualisation; digital workflow (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2018
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