Ades is the Coca-Cola Company’s plant based beverage brand seeking to change the way customers view the category. Customers live in an all or nothing, this or that world. Sometimes it feels like you are either 100% in or you are 100% out. Vegan or not. Anti-dairy or not. Food, like life – is becoming part of the culture wars.

As customers are becoming more interested in incorporating plants into their diet, but believe they will struggle to find options that meet their taste needs and resonate with their lifestyle and identity.

Ades seeks to change the role of plant based beverages by bringing people the unlimited potential of plants of all kinds, so we can all explore and discover new flavors, textures and nutritious possibilities.

Inspired by the children’s game of mixing and matching, this visual identity focuses on unique combinations to create endless possibilities. The system uses a simple gridded framework of horizontal blocks that swap different ingredients, textures, and colors. In the spirit of play and experimentation, we flex our imagination to create ever–evolving combinations that represent the different blends of Ades.