COCA-COLA
2014 FIFA World Cup
2014
by Tátil Design
for COCA-COLA
BRAZIL ON THE WORLD STAGE
For the 2014 FIFA World Cup, Coca-Cola set out to celebrate the tournament through the lens of the host country.
The challenge was to capture the creativity, optimism and energy of Brazil, transforming local cultural expressions into a visual language that could travel across markets, products and experiences worldwide.
MORE THAN FOOTBALL
The World Cup was never just about the game.
It was about the streets, the celebrations, the music, the colours and the collective energy that takes over the country every time football brings people together.
The identity was built to capture that feeling.
FROM EXPRESSIONS TO SYSTEMS
The system expanded far beyond traditional advertising.
From merchandise and collectables to retail activations and fan experiences, every item became an opportunity to bring the spirit of the tournament into people's everyday lives.
INSPIRED BY THE STREETS
The identity was inspired by Brazilian urban art and built around original illustrations by renowned street artist Speto.
His handcrafted style, expressive textures and imperfect brushstrokes gave the campaign an authentic Brazilian voice that could scale across products, experiences and markets worldwide.
MY ROLE
As part of the design team at Tátil, I helped expand the visual system across packaging, promotional products, licensed merchandise and retail applications.
My contribution focused on translating the creative direction into scalable assets and production-ready applications, ensuring consistency across a wide range of physical touchpoints while preserving the expressive energy of the original concept.
TEAM
Directors: Ricardo Bezerra, Felipe Aguiar
3d Product Designer: Rodrigo Maia
Graphic Designers: Eduardo Paixão, Isabel Goulart, Joanna Terin, Flávia Falcão
