Square Coke Bottles: Does Coca-Cola Think It's Hip to Be Square?

I stumbled onto an article this morning that said Coca-Cola will be packaging Coke in square bottles. No source was listed and I was unable to confirm that Coke is changing their packaging; there is nothing on the Coca-Cola Company's web site about design changes, square or otherwise.

Even if Coke hasn't jumped on the bandwagon yet, should they? With all the hoopla about eco-friendliness - recycling, smaller carbon footprints, sustainability - is it hip to be square?

The topic of Coke going square appears to have spawned from design student Andrew Kim's college midterm project, Eco Coke Bottle Design. Andrew makes some valid points about a square bottle being easier to package, and his overall design is more eco-friendly, which will appeal to the greener among us.

Is that enough for Coca-Cola to completely redesign the familiar Coke bottle of today? It would be considerable cost to restructure everything from manufacturing to delivery to accommodate such a drastic change in design. Is it worth the risk?

Coke bottles have gone through many transformations over the years. One of the earliest Coke bottle designs was more square with slightly rounded edges that was customary of many glass bottles of that era (think old milk bottles). The square bottle was easier to pack and transport; with the same argument true today, who decided that bottles should be round? The only reason I can fathom is that a rounded bottle is easier to hold in your hand, and I'm sure comfort won out over other practicalities.

The product inside the Coke bottles has changed with the times too, but not always for the better. We all know the disaster suffered in 1985 when Coca-Cola introduced New Coke, proving that not all change is good. Although the rivalry between Coke and Pepsi will likely never end, Classic Coke is loved by many, so why mess with a good thing?

Will Kim's design of a square bottle be a hit with all Coke lovers, or just the squares? Will a hip, eco-friendly bottle win out over the boring oh-so-twentieth-century traditionally svelt shape that fits so well in our hand?

If we're going green all the way, let's think of the drink itself. Get rid of the caramel coloring in favor of a greener shade. It can't do any worse than Clear Coke.

I'll have a glass of water, please.

http://www.thecoca-colacompany.com/
http://designfabulous.blogspot.com/2010/03/eco-coke-bottle-design.html