Wellbeing at the Coca-Cola HQ
The Coca-Cola Company is a large corporation – large still being a bit of an understatement actually. Anyway, a large business means a lot of employees that need to be taken care of. Something Coca-Cola has been doing for quite some time now. Lunch break yoga sessions, productivity tips, fruit baskets, a gym, … They were making all kinds of efforts to make sure people performed well and felt good at work and at home at the same time.
But despite all of those efforts, Coca-Cola struggled to communicate the offer in a clear and cohesive way. As a result, some actions didn’t get noticed or didn’t reach the right people. That’s where we came in. Based on the company’s values of optimism and happiness, we created an internal wellbeing brand called ‘Smile’. Just the effect Coco-Cola was going for with their fruit baskets and productivity tips. From now on all wellbeing initiatives assembled under Smile, a brand catering to the entire Coca-Cola Company. All their brands included. Wanting to integrate bits and pieces of all of them, we used Sprite green, Fanta orange, Coco-Cola Red … to define Smile’s visual identity.
The Smile logo on the other hand is unmistakable linked with the primary brand by adopting the Coca-Cola font and red. The infamous Coca-Cola swirl was used to extract the rounded shape of a smile from the work mark.
Smile was built on three pillars. ‘Fuel your mind’ focussed on staying mentally healthy, while ‘Fuel your body’ was all about the physical side of things. ‘Work smarter, not harder’ inspired people on a professional level. Each of them coming with its own colour palette and swirl.
The visual identity was applied in a number of ways. Some of them adding to more functional goals like getting that ‘Do not disturb, I’m on a roll here’ message across at the workplace. Others were aimed at enhancing the Coca-Cola community feel or keeping mind and body in shape.
