The Coca-Cola Company —
Clarity through design.

Jeffrey Klok is the lead end-to-end designer at The Coca-Cola Company, owner of some of the most recognised brands in the world. He is responsible for the creation and development of new packaging from initial concept to launch, and has extensive experience in industrial design, packaging design and technical development as well as design management and sustainability. In the course of his more than 10 years of professional experience, he has come in touch with many of the world’s largest brands and won various awards along the way with his work.

Interview with Jeffrey Klok, The Coca-Cola Company

Red Dot: Why did you become a designer
Jeffrey Klok: I will always be a dreamer and always have been. Being a designer gives me the outlet to bring those dreams to life.

What does design mean to you?
Design connects people, solves technical challenges, removes barriers – all through a sustainability lens. Good design brings value to the world and brings it together.

To what extent do you think new technologies are changing design?
New technologies are creating tools to facilitate the work – the quality of ideas and execution are the litmus test for their capabilities.

How would you define good communication design?
Simplicity. Delivering a clear, concise message that resonates at a deeper level and stirs action.

What makes your work unique?
Being able to work on a globally diverse brand portfolio that includes many of the world’s most beloved brands. My work gives me the opportunity to have a direct impact on sustainability efforts through our World Without Waste initiatives. Much of this is focused on ensuring that we obtain the most efficient use of materials possible. The label-free Coca-Cola packaging was an excellent opportunity to take a reductive approach to the design and remove the label completely. This truly showcases the brand and its iconic heritage.