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Friday, 3 February 2006 | Senay
The Designers Republic Leads European Repositioning
for Coca Cola
The Designers Republic (tDR), has been invited to be the European representative of Coca Cola's M5 project: a strategic initiative that aims to take the Coke to another level.
Over the past decade, tDR has built a reputation as one of the world's leading brand advisors: with recent projects undertaken for Nokia, Sony, Deutsche Bank, Swedish Telecom, Nickelodeon and Paco Rabanne.
Initially working with Coke on a limited edition bottle: tDR developed an entire brand vocabulary and attitude called 'Love Being' which has become part of a much broader, global campaign including events, multi-media, a range of merchandise and above the line marketing activity.
Ian Anderson, founder and director of the Designers Republic said:
"The biggest challenge facing companies today is effective communicating with their market. For big brands like Coke, blanket advertising is no longer an option: it's both expensive and ineffective.
"'Love Being' gives Coke the opportunity to forge a direct relationship with their consumers. The message is simple: spreading love around the world; but the channels of delivery are brand new.
"These are fascinating times for designers: projects like M5 invite us to explore the improbable and inevitably that is throwing up some very exciting possibilities."
About the M5 Project
The four other design agencies are: Caviar, Japan; Rex & Tennant McKay, South Africa; Lobo, Sao Paulo, South America; MK12, Kansas, North America.
About Coca Cola
Based on the curvature of a cocoa bean, Coca-Cola's Original Glass Bottle was designed in 1915 by Alexander Samuelsson to answer a brief asking for a bottle "which a person will recognise as a Coca-Cola bottle even if he feels it in the dark....or even if broken, a person could tell at a glance what it was." Unchanged since its inception, the Coca-Cola Contour Bottle has inspired artists such as the likes of Andy Warhol and has become one of the most iconic pieces of packaging design of all time.
About the Designers Republic
The Designers Republic (TDR) is 19. TDR is an ideas-based, creative led, new media and design studio which has been described variously as 'the most copied design company on the planet' and 'the most influential studio of the 1990's and beyond'.
In 1994 Emigre Magazine devoted a whole issue to the Designers Republic, a copy of which was bought by NY MoMA. This issue is still Emigre's best-ever seller and is now Sold Out - copies having fetched in excess of $750 in auction.
TDR has work in many museum and gallery permanent collections around the world, notably The V&A London.
TDR have had significant solo exhibitions in over 25 cities around the world from New York to Tokyo, Berlin to Bangkok, Barcelona to Quito, Maribor to Philadelphia, and Sydney to Sarajevo.
Clients have ranged from Sony, JVC, NTT Data, Swatch, Telia Telecom, Issey Miyake, Orange, Coca Cola, MTV, Nickelodeon, Nike and Nokia to influential record labels like Warp Records, Sheffield's Gatecrasher club, bands like Supergrass, Nine Inch Nails, Moloko and Pulp amongst many others and recently Electraglide, Japan's biggest dance music festival (30,000 people across Tokyo & Osaka)
They opened their own store, The Peoples Bureau For Consumer Information, in the shoppers' paradise of Shibuyu, Tokyo, as an extension of www.thepeoplesbureau.com online shopping experience - itself a homage to the influence of consumerism in their work.
TDR have consulted on the re-branding of Quito, Ecuador, were the only non-national design company to be invited to propose a new flag for Slovenia.
TDR has been regularly represented on D&AD Graphics juries from 1990 to the present day as well as some 40 international juries globally over the last 15 years.
Ian has lectured to over 60,000 people in recent years in Britain, Europe, US, Japan and Australia at events such as Fuse Berlin, T/Hype Rotterdam, Creative Futures London, AGIdeas Melbourne, Instituto Europeo di Design Madrid and Graphic Europe Berlin, and venues such as Sci-Arc Los Angeles, Guggenheim Bilbao, La Floret Tokyo and Pompidou Centre Paris.
In 1996 Swatch commissioned a tDR watch.
3D>2D: The Designers Republic's Adventures In and Out of Architecture with Sadar Vuga and Spela Mlakar, published Autumn 2001 Laurence King, was the fastest selling architecture / design book that year.
TDR's own much anticipated Brain Aided Design (Let Us Come in Your Mind) book will be published by Laurence King in Spring 2006.
For more information :
http://www.thedesignersrepublic.com
http://www.thepeoplesbureau.com
http://www.icoke.com
 
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