Copa Coca-Cola became one of Brazil’s largest youth football platforms, bringing together thousands of teenagers in a tournament that extended far beyond the game itself. Built around the values of belonging, self-expression, collaboration and personal development, the initiative brought Coca-Cola closer to young audiences through an experience designed to be shared and co-created.

Responsible for the platform’s branding for more than four years, Bold° developed its positioning, brand strategy, visual identity, custom typeface, illustration style, voice and tone, and a graphic language capable of bringing consistency to every expression of the brand. Inspired by pop culture, hand-drawn graphics and the collaborative spirit of crowdsourcing, the identity encouraged young people to participate, create and express themselves.

Building on this foundation, we created a comprehensive communication ecosystem spanning campaigns, uniforms, packaging, signage, promotional materials, digital platforms, merchandising and a wide range of nationwide activations. Every element was designed to strengthen the Copa Coca-Cola identity while remaining flexible enough to support the scale and complexity of the programme.

Throughout this period, we also led the brand’s governance. Beyond developing comprehensive brand guidelines, we provided continuous support to agencies across Brazil, ensuring consistency, quality and fidelity to the original concept. The result was a robust, flexible and scalable branding platform capable of maintaining a strong and coherent identity across hundreds of activations in different regions and contexts.