Unfixing the Brand
Xinyue Tang
This series explores the fluidity of brand identity by visually deconstructing the Coca-Cola logo—one of the most tightly controlled visual assets in global culture. Through distortion, fragmentation, and transformation, the work questions whether a brand can remain recognizable when stripped of its visual stability. Inspired by What is Post-Branding?, the project reflects on branding as a form of centralized power that shapes not only perception but memory. If a brand can control how we remember, what happens when we take back the visual language and let it dissolve, mutate, and be reimagined?
Category Post-Branding