"Kiste der Zukunft" is a project developed through a three-way collaboration between HTW Berlin, Coca Cola Europa and Deutsches Verpackungsinstitut. The aim of the collaboration was to design the crate of the future. The crate had to be distinguished not only by its design, but also by its efficiency and adaptability.
Beate is the name chosen for the drinks crate designed for Coca Cola. This crate stands out from the others because of its efficiency in transport. Thanks to the rope running through the crate, the bottles can be secured regardless of their shape and size. Transport is also safe for the long intercontinental journeys the crates have to endure. Thanks to the slightly elastic band, micro movements of the bottles are prevented.
The rope locking system is based on a Velcro system. This material offers numerous advantages, including ease of use and versatility. With its combination of small hooks and loops, it allows for quick and secure closure. It is adaptable to a wide range of materials and can be reused many times without losing its effectiveness. Moreover, Velcro is particularly useful in situations where frequent opening and closing is necessary.
The case was designed with the possibility of replacing the fascia, so that it can be used for more than one product and thus not be limited to the market for one drink. As Coca Cola is more than a single drink company, branding would only be needed for the band, saving the cost of customising the entire crate.
The beverage crate's design takes inspiration from the iconic Swoosh found in Coca Cola's logo. This simple curve makes the crate easily recognizable without creating an excessive brand recall, allowing the beverage to remain the focal point of attention in marketing.
The project was one of those selected in the next round due to its approach to the problem and design.
