August 5th 2021, Shanghai: Good design brings strategic solutions and distinctive experiences for brands to stand out and resonate. We are delighted to announce that our Coca-Cola x Porsche: Carrera Cup Asia Package Design has won the Red Dot Award: Brands & Communication Design 2021. The project was also awarded the iF Design Awards and Transform Awards Asia earlier this year.
The Red Dot Design Award is one of the biggest design competitions in the world. In three disciplines, participants submit products, communication projects and brands as well as prototypes and concepts. The distinction “Red Dot” is an internationally recognised seal of excellent design.
In this project, Coca-Cola has teamed up with Porsche locally through a series of strategic brand partnerships and collaborative campaigns to leverage the assets of both brands. Labbrand is commissioned by the partnership to build a cohesive, distinctive and interactive packaging set with clear delivery of the Porsche Carrera Cup Asia elements through on-pack interaction.
Labbrand designed the limited edition sleek can, exclusive collection gift set, and animation. On the cans, the Porsche 911 GT3 Cup race car is paired with classic race scenes to recreate the thrilling excitement of the race track. The intricate design details of tire tracks, headlights shadow, turning shoulders, and striking grille of the car created a powerful image conveying the idea of "double the pleasure, full-speed ahead".
We are excited to have our work recognised by the Red Dot Awards. I would like to express my sincere our outstanding team and loyal clients with whom we partnered to create the extraordinary design. Over the past 15 years, Labbrand has been living to its vision that ideas change the world and bring them to life through branding, and create impactful and responsible brands. This is proudly shown in the celebrated work!
Congratulations on this great achievement! Never before have so many companies and agencies faced the professional judgment of our international jury as this year. The fact that you claimed your place in a strong field of participants speaks for the excellent quality of your project.
LABBRAND, a Labbrand Group company, is a leading global brand consultancy founded in China in 2005 with offices in Singapore, New York, Vancouver and Paris. As your Guiding Partner for Brand Innovations, we offer comprehensive consultancy on Naming, Branding and Innovations to create and develop impactful brands. Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen your brand equity. For more information, please visit labbrand.com
About Red Dot
In order to appropriately assess the great diversity of products and projects in the area of design, the Red Dot Design Award is divided into three disciplines – Red Dot Award: Product Design, Red Dot Award: Brands & Communication Design and Red Dot Award: Design Concept. With roughly 20,000 submissions, the Red Dot Award is one of the biggest design competitions in the world. 1955 marked the first year that a jury came together to evaluate the best designs of that era. In the 1990s, Red Dot’s CEO Prof. Dr. Peter Zec developed the name and brand of the award. Ever since, the prestigious distinction “Red Dot” has been a seal of outstanding design that is highly regarded internationally. The award-winners are presented in Red Dot’s yearbooks and museums as well as on the Red Dot website. Additional information can be found at www.red-dot.org.