A faded icon of design, Coke had adopted a more-is-more approach to its identity. Of course this just yielded clutter, diluting the brand and making it disappear on shelves. Turner Duckworth used the opposite approach, stripping away excess elements, retooling brand assets and then creating fun and witty ideas that related to the brand. Everything was reshaped, from packaging, to fleet, to vending and so much more. The experience was akin to working from within an internal design team, but with the outsider freedom to experiment. And after eight years of crafting, codifying and stewarding, Coke’s internal design team was able to confidently design without us because we gave them all that they needed.