Over the past few years, Coca-Cola promotions have featured drips and bubbles to emulate the fizzy refreshment side, but the company decided this was too generic. The company's design director Moira Cullen asked Turner Duckworth to create a visual identity in line with Coke's '21st-century refreshment' strategy. The consultancy responded by returning simplicity and clarity to the brand, bringing Coke back to basics with the Spencerian script and dynamic ribbon. This has been implemented across everything, from cups to trucks and packaging.