Coca-Cola Consolidated Digital Brand Guide

The Challenge

Coca-Cola Consolidated is the largest Coca-Cola bottler in the United States, operating digital properties at significant scale. But despite that scale, no formal brand guide existed to govern how those digital experiences were designed and built. Teams across communications, IT, marketing, and engineering were making independent visual decisions, resulting in inconsistent color application, typography drift, and brand treatments that varied across properties in ways that quietly undermined the organization's credibility and cohesion.

The Coca-Cola Company maintains comprehensive brand standards at the parent level, but those standards were not being formally translated into actionable guidance for the internal teams building and maintaining digital products at the bottler level. The gap between what the brand should look like and what was actually being shipped had been growing for years, and no one had taken ownership of closing it.

The Approach

Starting with UX research into The Coca-Cola Company's official brand standards, I studied the color system, typography choices, logo usage rules, photography principles, accessibility requirements, and brand voice guidelines at the parent brand level. From that research, I synthesized a Coca-Cola Consolidated-specific brand guide that translated enterprise-level standards into practical, actionable documentation for the teams doing the daily work.

The guide established the complete color palette with specific hex and RGB values for every approved color, defined TCCC Unity as the required primary typeface, documented logo usage rules including approved colorways and spatial requirements, and codified the brand voice across three dimensions: Authentic, Expert, and Trusted. A clear set of Do's and Don'ts was developed to make the guidance portable and easy to apply consistently, regardless of who was building the experience or which property they were working on.

The Outcome

The resulting guide documented brand standards across 14-plus component categories, from buttons and data grids to charts, cards, and the full brand color palette, giving Coca-Cola Consolidated a shared reference that internal teams, vendors, and agency partners could all work from. Design decisions that had previously been made by instinct or individual preference could now be checked against a documented, approved standard, reducing the kind of inconsistency across digital touchpoints that the organization's growing portfolio had been accumulating for years.

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Selected screens

Screens from the live component library, covering brand colors, foundational components, and data visualization built to the documented standard.