A tournament that became a symbol of joy, belonging, and expression for teenagers across Brazil. Copa Coca-Cola went far beyond football. It was about collectivity, listening, empowerment, and transformation.

Our challenge was to turn that spirit into an identity. A vibrant, inclusive, and accessible visual system that reflected the brand’s new role in the youth universe. Everything was designed to engage a connected, creative, and collaborative generation that doesn’t just want to watch, but to participate, co-create, and leave its mark.

Inspired by pop culture, handcrafted aesthetics, and the dynamics of crowdsourcing, we created a graphic language that is simple, direct, and highly engaging. An invitation for every teenager to express themselves freely and find, on the field, a space for celebration, confidence, and protagonism.

This was the energy that drove Copa Coca-Cola for years. A living platform that left a strong emotional and visual legacy for an entire generation.