Agency: ICON (Formerly Iconologic)
When Coca-Cola sponsored the Beijing 2008 Olympic Games, the Western World was ready to learn more about China. It was in this climate that Coca-Cola's WE8 Project was born. WE8 stands for West + East + 08. Coke paired 8 Chinese artists with 8 musicians from the West to collaborate. Each artist and each DJ created a bottle / song pair around a shared theme, such as "perseverance" or "collaboration."
At Iconologic, we curated the set of Chinese artists and set them about their work. It was my job to tie this massive collaboration together with a cohesive, fun visual system. The WE8 logo Is made of a W (west) and an E (east) that are incomplete without one another—mere halves—and snap together to make an 8. I created a lively mashup of the bottle art, let it crawl in and out of the logo, and applied it to packaging, posters, and commemorative books.