Great work stems from a great brief

If it wasn’t entirely obvious, this is a very lovely reminder

“There was actually a design brief – and it included two objectives: One, they wanted a package that was so unique and so differentiated that you could find it in the dark. The second was even more surprising. They wanted glass that was so distinctive that even when it was shattered on the ground, you could still tell that it was once a Coke bottle”

The original design brief that led to the famous Coca Cola bottle, from 1916 (or thereabouts)

From Brand Thinking and Other Noble Pursuits, which has been an ok read so far.