Reinventing an icon

  • Case Helping an iconic brand unlock exciting new potential
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  • Client The Coca Cola Company, Inca Kola
  • Industry Consumer goods
  • Capabilities Business Design

    Brand Design
    Design Research
    Service Design
Inca Kola Header

Inca Kola, The Coca-Cola Company’s iconic Peruvian brand, wanted to unlock a world of exciting new potential to ensure future generations would enjoy the refreshing drink. Nothing was off limits, nothing was too far-fetched – the ideal mindset for a fruitful collaboration.


As the healthy lifestyle and anti-sugar craze began to descend on western South America, the team at Inca Kola anticipated potential risks for the company. They wanted a partner to help them redefine and reinvigorate the Inca Kola brand to keep the heritage product relevant and meaningful. Working in sprints, we listened to what stakeholders wanted and saw first-hand what suited Peruvians’ habits and lifestyles. Altogether, this information helped us ideate in co-creation sessions as we searched for new out-of-the-bottle scenarios for the brand to explore.


Instead of reaching for low hanging fruit – change the packaging, launch a new flavor or make the drink diet – our shared ambition from the outset was to do something totally creative and new. Based on target audience insights, we explored all-new products and services, vertical integration, new industries and new moments of consumption. Ultimately, Inca Kola realized it needed to rise above the product to see the brand’s potential. And to stay relevant, Inca Kola would have to move beyond its cozy spot in the soft drink category.

The process of putting the consumer at the center has made it possible for an iconic brand to expand into territories we didn’t consider before, in a way relevant to both our company and consumers. Ines Roggero, Senior Brand Manager, Inca Kola


In a transformational experience, Inca Kola gained new perspectives on their business, including rethinking how they work with distributors and agencies. Currently, the organization is pursuing a number of new initiatives sparked by our joint project. 

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