This is exactly what beverage giants Coca-Cola and Starbucks are trying to do with the launch of a limited time only vintage packaging for their products: Coca - Cola with beginning of the last century bottle’s design; and Starbucks with its vintage icon once used on the cups of the Seattle store between 1971 and 1987.

Design packaging to evoke brand heritage? Certainly this is the strategy both multinationals are following in order to influence consumers’ perceptions. This is, indeed, a way to reinvent old designs as icons able to recall the characteristics and strengths that have made these brands what they are today.
Still, visual identity strategies have to go hand in hand with brand strategies. Some analysts have, in fact, pointed out that such kind of vintage design packaging might appeal to an older segment of the population but not necessarily it will do so to a younger one. Moreover, given that the aim here is to reinforce the bound between the brand and its consumers, it remains to be seen if such kind of visual strategy will just spur sales for the time being or, otherwise, if it will influence customers choice even after standard packaging will be reintroduced.