The Bio Coca-Cola Company
Commodifying Wellness in the Age of Bio-Data
In 1886, we sold you a feeling; in 2050, we sell you a sequence. Welcome to the era of the Quantified Self, where the famous Dynamic Ribbon has evolved into a double helix and your biology is the final frontier of capital. Coca-Cola Vitalis doesn't just refresh. It rewrites your DNA to sustain the impossible demands of modern life. Forget the flavor. Edit the Real Thing.
The customer is no longer the consumer. They are the product. This design fiction explores a near-future where wellness is not a state of being, but a subscription service for your genes managed by the world's most recognized brand. Step up to the Bio-Fabrication Station, offer your blood to the machine, and accept the terms of a new biological contract. The drink that sustains is now the sequence that survives.
Design Fiction: The Bio Coca-Cola Company
The Premise: 2050 and the Quantified Self
This design fiction project transports us to the year 2050, a society defined by the "Achievement Subject" and the "Quantified Self." In this near future, a genetic world has exploded with Quantum computing, biological and DNA modification as a product for society. Albeit strange to us now, this future is possible with the forces of a consumer demographic obsessed with tracking every heartbeat, step, and calorie, viewing the human body not as a vessel, but as a platform for continuous development.
To critique the trajectory of the modern wellness industry, this project establishes a diegetic prototype: Coca-Cola Vitalis.
The Product: Vitalis
Vitalis represents a pivot for the legendary brand, moving from "selling feelings" to "selling genes." It is not merely a beverage but a technological patch for a broken lifestyle. It promises to allow consumers to overwork without rest, selling the sensation of health rather than health itself.
The visual identity reimagines the iconic branding elements to reflect this biological shift:
The Logo: The classic Dynamic Ribbon is re-engineered into a spiraling Double Helix Wave.
The Tagline: Evolving from the 1905 slogan ("Coca-Cola Revives and Sustains") the new promise is "The Sequence That Sustains."
The Campaign: Under the banner "Edit the Real Thing," the brand creates a logical conclusion to its 150-year narrative arc.
The Experience: Bio-Fabrication
The core of the consumer interaction takes place at the Vitalis Bio-Fabrication Station, a street-level dispensing system. The user experience is no longer about selecting a flavor like Cherry or Vanilla. Instead, the user selects a desired state of being, such as "Skin Enhancement" or "Mind Optimization."
The station features a digital interactive screen and a blood prick interface. To receive the product, the consumer must provide a biological sample. This facilitates a transaction of "biopolitical prosumption." The consumer gets a DNA-modifying drink, and the corporation extracts real-time biological data to refine future product strains.
The Critique: Surveillance Capitalism
Through artifacts such as the tall tin can with its explicit warning label and the CEO’s manifesto, this project critiques the "commodification of wellness." It highlights a future where wellness has shifted from a state of being to a product that must be purchased.
By drinking Coca-Cola Vitalis, the consumer enters a new biological contract. The project reveals a world where the product consumes the user, rewriting them from the inside out. In this era, "Always Coca-Cola" is no longer just a jingle. It has become a genetic fact.