desicreative.com

It's pretty ballsy to redesign one of the planet's most iconic shapes and completely blow it out of the water. Last we checked, Coke's bottles were some of the most recognizable objects on earth, and so powerful when it came to branding that in 2008, Coke transformed the capsule-like two-liter bottle into the same sexy curves. But dare we say design student Andrew Kim has created a concept that's equally powerful, all in the name of sustainability.

Kim has taken inspiration from companies like Fiji, whose squared-off bottles use shipping space more efficiently, but he also creates the ability for these bottles to be nested, saving space both horizontally and vertically. He also proposes a collapsible, accordion-like action for the bottles after they're used, saving space when being transported to the recycling center. He does have a point: Those curvy bottles don't flatten so well, adding bulk in the blue bin.

Although we probably won't ever say goodbye to Coke's cute little waist-and-hips of its traditional package design, this isn't a bad idea for any of Coke's other brands, especially something like its bottled water. And seeing as Coke has placed sustainability at the top of its agenda...David Butler, are you listening?

Posted by Alissa Walker on FastCompany

____________________________________________________________________

I dont think they are going to change the coke bottle. its too valuable as a brand asset,

Im sure they wont. But Sustainability-wise its seems like a really effective design. I came across another design by a student. It was really impressive. He designed high cost, geometrically uncomfortable packaging for cigarettes. That way the cost of production/packet would increase since it isnt space-effective, the bad (or should i say good?) package design makes the cigarettes harder to access, and it doesnt fit in a pocket. So like that he figured the govt cant ban cigarettes but they can enforce the packaging so it costs the consumers and the producers a lot more.

Heres a link : viewtopic.php?f=19&t=6422&p=20841#p20841

why do you call it the square root of sustainability?

Alissa Walker from Fast Company named it.

Because this bottle design is a very sustainable design. Its a PET bottle. Its shaped to improve space efficiency, when its being used and when not. Theyve incorporated the bottle curve well into the design. And when not in use the bottle can be crushed flat like an accordion to facilitate more efficient disposal.

I always wondered why they never made bottles that could fit more in the same case earlier...