Over the past few years, Coca-Cola has become covered in drips and bubbles to emulate the fizzy refreshment side. The brand-owner decided this was too generic. The Coca-Cola Company design director Moira Cullen asked Turner Duckworth to create a visual identity in line with Coke's '21st century refreshment' strategy. Turner Duckworth responded by bringing Coke back to basics with the fewest possible elements, a Spencerian script and ribbon design.