I wished i could see what other ideas that they've churned out, those ones that never get to see the light of day. It's such a pity. I can totally understand those frustrations of restrictions. often we want to do so much for the brand, making a new chapter, yet it's this much, this little, this helpless. simple effort, obviously laid out in the brief. Was a fan of T Duckworth. Must be awesome working there as designers. Their work is simple, clear objectives in mind, and confident. It's inspiring to walk in London jsut by looking at all of those packagings. They did a great job for Waitrose. I wonder waht does it takes to work at T.Duckworth. ;p I shld start designing some packaging. ;)

You are sounding discontent. Design is such a wasteful process. Some of the best ideas never survive the test of clients and budgets. Alas, creative destruction.

hahaha... maybe I am. Forgive me. 

I understand the working constraint, with budgets, and sometimes also the impractically of a piece of design depending on the experiences of the designers handling it. And certainly the damage - creative destruction.;p

 To tell you the truth, i am not even a big fan of the Current Coke designs I saw on the site, but was curious abt other ideas, other than scooter vending machine. But i have to disagree with that "Design is wasteful process".

 Designers are craftsperson. They are just finding new ways to interact with consumers, thru designs they create meaning experience to express the brand - an open book of story telling be it a clothe hanger on a shirt, to the way you open your box of chocolate, touching, feeling, seeing and even smelling. From the moment you step into the store till you pay your money at the counter. The uniform of cashier girl, Everything you sees, designs plays a role. It's an interaction with a brand, it creates opportunity to tell your story fast - a creative function. It does make an impact. But of course let's not talk abt value for money. ;) Even then, it had it's own approach. 

 It's a different approach every time, depending on objectives. How effective to make it work. 

It's also abt the feel good factor which you already know that, be proud of being in that culture the 'illusions' the way the designs had set. Carrying the product makes me proud becos of the cool designs even if it cost a dollar more with the same thing I can get from other brand, sometime it even make you 'feel' safe paying that extra dollar. The experience it had on the consumers, they talk abt and wanna be seen with it. 

Sometime, an idea could even be so wrong that it seems so right. At times, designs are required to be straightforward too. To convey what it need to be conveys. No necessary for the extra frills. It really depends, which drives what. 

I may be wrong, but that's my take. Sometime, I get lost in the process too, I've to confess... I'm still learning. ;) All together it's afterall a team work. The thoughts process, the strategy, the ideas, teh direction, the copy, the Designs & getting a good designers on board, shall not be overlooked.

Here's an idea I had while a design student, for Coke to show off it's rich history since its founding in 1886. Only the first two sections are working: http://myhome.spu.edu/salcin/coca_cola/index.htm