PACKAGING SHAPE AS AN IDENTITY Brand identity has a profound relationship with packages. The geometric shape of a package is a key factor in the delivery of a product to consumers. It is a crucial task to preserve brand identity when shape changes, either to deliver similar stylistic designs, or to completely change the original one. In early 1900s, Coca Cola found that a straight-sided bottle wasn't distinctive enough and that Coca‑Cola was becoming easily confused with ‘copycat’ brands. Glass manufacturers were approached to come up with a unique bottle design for Coca‑Cola. The Root Glass Company of Terre Haute, Indiana, designed with the famous contour shape, which won enthusiastic approval from Coca‑Cola in 1915 and was introduced in 1916. The new bottle design instantly became an integral part of the brand identity and is today one of the most recognized icons in the world — even in the dark.
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