Diet Coke's New Fall Look

Limited-edition can design to debut in September

ATLANTA -- The Coca-Cola Co. is rolling out a newly designed, limited-edition can for Diet Coke, according to Adweek. The new design is expected to debut in stores in early September, the report said.

Retaining the can's familiar bare-aluminum background, the new design magnifies a segment of the existing logo where the "D" of "Diet" rests atop the "k" of "Coke." The result is a "modish" and "daring" design that does not reveal the brand's complete name, said the the publication, which speculated that it is not required given that Diet Coke is the best-selling diet [image-nocss] soft drink in the world.

The revamped Diet Coke cans, the work of San Francisco-based design firm Turner Duckworth, will remain on store shelves for an undisclosed period, added the report. The Atlanta-based beverage company is keeping most of the details close to the vest, sending out cases of the new Diet Coke to "trendsetter[s] in the fashion and design world," according to the accompanying card, but saying little else publicly.

William White, group brand director for Diet Coke and Coke Zero, Coca-Cola North America, told Adweek, "Fall is all about new looks and new energy, making this a great opportunity to give the Diet Coke can design a refreshing uplift that celebrates the season." He added that "this new concept will only be around for a short time."

The new can is piece of a partnership with fashion and beauty-trend online magazine, which has anointed the new design as one of its "new looks for fall."

Coca Cola has not changed the beverage's formula, said the report.

The old design is pictured above. Click here to take a look at the new Diet Coke can design.