Coca Cola (Global Brand)

A global brand was refreshing one of their subsidiary brands. They were looking for analysis and user research to validate new brand packaging.

My roles included: Deconstructing/discussing signals (semiotics), interviewing participants, and revisiting analysis based on feedback.

Background: I was a speaker at a semiotic conference. The global brand paid to have conference attendees analyze new packaging.

End goal: Evaluate brand packaging for impact and anticipate possible audience responses in different markets.

Specifics included deconstructing signals (bottle proportions, texture, color), conducting in-person interviews, and consolidating takeaways.

Key takeaways about the interview process: Your participants are biased and want to tell you what you want to hear. Group dynamics matter. And semiotics pays — it pays to deconstruct brand signals. A great user experience does much more than reduce friction.

Something funny: We became surprise models for the conference (photo usage clause).