How did the Coca‑Cola bottle get its contour shape?

To avoid confusion with copycat brands, The Coca‑Cola Company asked the Root Glass Company in Terra Haute, Indiana, to create a package that was “so distinctive that it could be recognized by touch alone and so unique it could be identified when shattered on the ground.”

The result was the iconic Coca‑Cola bottle inspired by the curves and grooves of the gourd-shaped cocoa bean, an ingredient the designers originally thought was in the product.

One of the most famous shapes in the world is the iconic contour fluted lines of the Coca‑Cola bottle. Renowned as a design classic and described by noted industrial designer, Raymond Loewy as the “perfect liquid wrapper,” the bottle has been celebrated in art, music and advertising.

Read the full story of Coca‑Cola’s contour bottle.