Possibly The Best Brief Ever

In his excellent book "Buyology" Martin Lindstrom describes one of the greatest briefs ever.

It was for the design of the 3rd coke bottle from the left.

The brief was simple (which is always good) but very demanding (which is even better, but you can't do that without making it simple first).

The brief said: "We want our Coca-Cola bottle to be recognizable even when it is dropped and gone to pieces".

It is a very weird demand.

We can't imagine Coca Cola actually worrying what their bottle would look like broken.

But it is also a brilliant demand.

It challenged the designer to come up with something incomparable.

And it forced Coca Cola to approve only of something incomparable as well.

The brief forced both designer and client to be brave.

The world could do with more briefs like that.