Shake it Up
As Coca-Cola (KO) Vice-President of Design David Butler tells it, when he was hired in 2003 by then Creative Director Esther Lee he was given a mandate: "We need to do more with design. Go figure it out." Figuring it out isn't easy at a company with some 350 brands, more than 300 bottling partners, and countless retail partners in more than 200 countries. But some five years later he oversees a global team of 60 designers who focus on everything from brand identity to bottle design to coolers and vending machines to licensed goods. To build Coke's design edge, Butler has lured talent from companies such as Nike (NKE) and Apple (AAPL) and commissioned work from high-end outside designers such as Bruce Mau and Yves Béhar. Here, take a look at some products and concepts showing the breadth of his team's efforts.
