When Coca-Cola replaced its iconic logo with your name, it created one of the most brilliant—and personal—branding moves in modern design history.
It Started With My Name on a Bottle
I’ll never forget the first time I saw the Share a Coke campaign in action. It was a blazing hot July afternoon in Los Angeles, and I was walking down Third Street Promenade during my lunch break. A Coca-Cola rep stepped up beside me and asked for my name. Normally, I’d brush that kind of thing off, but before I could say much, he was already pulling a bottle out of his Coke-branded cooler backpack. “Matt,” it said—my name, right there on the label. I was caught off guard in the best way. That quick interaction made something as ordinary as a soda feel personal, even a little special. It was the first time a marketing campaign truly felt like it was speaking to me, not just at me.
A Typographic Risk That Paid Off
Coca-Cola’s decision to remove its iconic logo and replace it with individual names was one of the boldest branding decisions ever made. Think about that for a second: one of the most recognizable logos in the world—gone. In its place, a rotating list of names, printed in a typeface carefully chosen to blend seamlessly with the Coke identity. The design team didn’t just slap names on bottles—they crafted a custom version of the Coca-Cola type to maintain brand consistency while ensuring each name was legible, balanced, and visually appealing. This wasn’t about vanity—it was about personalization. It made every Coke feel like it was yours.
The Label Became the Story
What followed was a cultural explosion. People everywhere were combing store shelves, hunting for bottles with their names or those of their friends. Social media lit up with selfies, surprise gifts, and shoutouts. It was like a scavenger hunt powered by design and emotion. Coke didn’t need celebrities or influencers—everyone became an ambassador. And that’s the magic: the campaign turned a physical product into a social moment. The simple act of replacing a logo with a name created millions of tiny, joyful stories—and most of them started with packaging.
"When you put someone’s name on a product, you put their story into your brand. It’s no longer just packaging—it becomes personal, memorable, and emotional. That’s the power of thoughtful design."
Beyond Names: A Global Playground for Connection
As the campaign gained traction, it expanded beyond just names. Coke started including nicknames, song lyrics, cities, and phrases like “Bestie” or “Soulmate.” The design became a playground for connection, letting people gift bottles that spoke to relationships, moments, or inside jokes. The bottles evolved into conversation starters and sentimental keepsakes. And throughout all the variations, the layout, color, and structure remained unmistakably Coke. That’s the sweet spot: evolving the message while preserving the brand. Whether it was in Australia, the U.S., or South Africa, the look stayed consistent—even as the words changed.
Designing Emotion at Scale
What made Share a Coke so iconic wasn’t just the personal touch—it was the precision. The typography, the red label, the white ribbon—all these familiar elements stayed, grounding the design in trust and recognition. But it was the emotional layer that elevated it. As designers, we often focus on form and function—but this campaign reminds us that feelingmatters just as much. It’s proof that great design can scale intimacy, build buzz, and still stay true to a brand’s DNA. Coke didn’t redesign their logo—they redesigned their relationship with the customer. And it worked.
