Coca-Cola x MoMA Collaboration – Art Meets Everyday Design
Role: Concept Designer · Packaging Design · Experience Design
Tools: Illustrator · Photoshop · InDesign · 3D Mockups
This conceptual brief challenged us to design a limited-edition Coca-Cola repackage in collaboration with another brand that shared similar values. After analyzing Coca-Cola’s brand essence - optimism, connection, and universality - we identified MoMA (The Museum of Modern Art) as an ideal partner. Both brands celebrate creativity, accessibility, and cultural impact, yet represent different worlds: one rooted in commercial culture, the other in modern art and design.
What I Did.
The Challenge
I chose to explore a collaboration between Coca-Cola and The Museum of Modern Art (MoMA) - two global icons representing creativity, culture, and optimism in different forms. The challenge was to fuse Coca-Cola’s heritage-driven expression with MoMA’s grid-based modernism, creating a design that transcends commercial packaging and becomes a collectible art object.
The project also required defining a clear message, visual identity, and launch strategy - including two sketched communication examples - to show how the collaboration could live across different media.
The Approach
I structured the project into distinct, iterative phases to balance research, creative exploration, and communication strategy.
Empathize & Define:
I began by analyzing Coca-Cola and MoMA using the Brand Essence Wheel to decode their values, tone, and design DNA.
Coca-Cola embodies connection, optimism, and shared experiences.
MoMA represents creativity, openness, and cultural inclusivity.
Through this analysis, I identified a shared foundation in accessibility and cultural impact, forming the conceptual base for the collaboration.
The core message was defined as:
“To remind locals that their neighborhoods are pieces of art - just like the ones found at MoMA.”
Ideate & Plan:
Building on this idea, I explored how the collaboration could visually express that message. Using MoMA’s modular, grid-based modernism as a structural principle and Coca-Cola’s red and organic curvature as emotional anchors, I created early sketches and packaging mockups.
Each of New York’s five boroughs, Manhattan, Brooklyn, Queens, The Bronx, and Staten Island, was represented through unique color accents and layout variations, symbolizing diversity within unity.
Prototype & Design Refinement
I developed can prototypes that merged both brands’ identities. The design combined MoMA-inspired geometric compositions with Coca-Cola’s fluid forms, dynamically changing as the can rotated.
The visual outcome balanced minimalism and playfulness, turning a simple can into an object that could exist both in a fridge and a gallery.
Promotion Strategy
Guerilla Marketing - Glass Box Installation
5 boxes would be spread out across the different boroughs, each at a distinct and localised location. The boxes are conceptually large mirrors where consumers can buy drink
The idea is that the large mirrors will show how beautiful the boroughs.
The box is decorated with branding from the collaboration and incentives for posting the Box on SoMe.
Promotion Strategy
Pop-Up
MoMA museum and the MoMA Design Store are both located in Manhattan.
The main pop up event would be held at the Design Store, where customers would be able to get the limited edition Coca-Cola can.
It's a popular destination both for art enthusiasts, locals and tourists.
The Design Store is connected to the MoMA so consumers would be inclined to go to the museum.
Solution
The Coca-Cola x MoMA Collaboration bridges the worlds of commercial branding and contemporary art through a unified, concept-driven design.
By combining Coca-Cola’s human warmth with MoMA’s intellectual modernism, the limited-edition packaging transforms an everyday object into a symbol of urban creativity.
The design and launch concept demonstrate:
The ability to decode and merge two brand identities using analytical frameworks.
How packaging can serve as a medium for storytelling and cultural commentary.
This project highlights how thoughtful brand collaboration can go beyond aesthetics - inviting people to see art, culture, and connection in the most familiar of places.
Frameworks used
Brand Essence Wheel - Coca-Cola
Brand Essence Wheel - MoMA
Rhetorical Compass
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