Jay-Z's Rocawear Designers Bring Urban Fashion Flair to Cherry Coke

Rocawear is the trendsetting apparel brand founded by hip-hop icon Jay-Z (a.k.a. Shawn Carter), extending the brand name of his recording label Roc-A-Fella Records. Coca-Cola asked him to create an eye-catching new appearance for the Cherry Coke brand.

The first packaging update for the Cherry Coke brand since 2002 was introduced February 7 at an exclusive party during Fashion Week. "Cherry Coke already tastes great, but we wanted to give the brand an energetic new look and feel," says Katie Bayne, senior vice president, Coca-Cola Brands, Coca-Cola North America.

The vibrant, urban design for Cherry Coke features a stylized silver cityscape scattered with dark pink cherries on a graduated pink background. The motif for Cherry Coke Zero includes the same silver cityscape and cherries with pierced centers dotted across a predominately black background.

"We've designed an urban landscape and a contemporary cherry icon that together reinvent the Cherry Coke brand in a stylish, hip, youthful new way that reinforces its great taste," says Jameel Spencer, chief marketing officer, Rocawear. The special Fashion Week Cherry Coke launch event also showcased six artists who reinterpreted the brand's graphics in five different media.