Crushed Up

You know you've backed a winner when people the world over spend their spare time finding ways to reinvent or evolve your brand, product and packaging. Those crazy Coke obsessed kids manage to pull out amazing stops all of the time which is why I am so fascinated with the brand and post on it often.

Andrew Kim is the latest to develop beautiful new Coke casings. Taking up less space than the traditional buddy bottles that we've all seen, the packaging is designed to be stacked on top of each other via an indent in the bottom of the drink. The best part though? The packaging is designed to be collapsible - making it easier for recycling... which lets face it, is a very very good thing.