Overview:

Dawn isn’t just a dispenser, it’s a flagship brand experience that redefines how millions encounter Coca‑Cola every day. Designed to replace decades‑old units with a modern, intuitive, and instantly recognizable form, Dawn signals quality, care, and innovation in any environment, from family restaurants to airport lounges. Consumer feedback confirms: seeing Dawn instantly changes perceptions, elevating venues, strengthening loyalty, and transforming a pour into a moment worth remembering.

Constraints:

Lancer’s (OEM) chassis and internals cannot be modified. Any aesthetic and user experience enhancements must fit existing internals and comply with NSF (National Sanitation Foundation) standards.

Status Quo:

Legacy dispensers no longer represent the pace or expectations of modern dining environments. Qualitative research revealed that customers associate outdated machines with neglect, while Dawn signals sophistication, investment, and pride. The Hydrous design language makes Dawn relevant across both approachable and premium contexts, from family restaurants to airport lounges.

Design for Manufacturing (DFM)

Visited suppliers manufacturing plants, to understand Stainless steel production techniques, speak to engineers and regulatory experts to recommend feasible ID.

Form Language

The curved drip tray with "ICE COLD" lettering conveys subtle emotion of a cold drink perception. From the matte finish that maintains cleanliness to the timeless proportions and softened edges, Dawn engages the senses while seamlessly integrating into varied interior styles. In red, it acts as a brand beacon; in gray, it blends into more premium, minimal environments.

Dawn’s form elevates the Coke experience with clean geometry, a minimalist front, and iconic Coca-Cola red side panels that anchor attention. A bold front with crisp Coca Cola script is inviting, with recessed nozzles for hygiene and backlit branded discs for intuitive selection.

Working Prototype

Precision engineered to deliver beverages at optimal temperature and carbonation consistency, ensuring quality with every pour. Hard plumbed syrup lines safeguard ingredient integrity. Ergonomically refined through consumer insight, the valve layout position for water option is adjacent to the ice chute for faster service and intuitive operation. 

Each NSF certified sanitary lever valve enables smooth actuation with minimal contact, supporting hygiene in high traffic environments. A sealed base architecture simplifies cleaning and eliminates under counter clutter, making Dawn ideal for sustained high volume performance across diverse venues.

A pourable unit showcased at the 2024 & 2025 National Restaurant Association show in Chicago.

Testimonials from Qualitative Research

“That old design [Legacy] is so outdated and it's about time to update it. Shows Coca-Cola are aware of the times. They’ve always been on top of things. They're kind of, classy and mainstream.” 20-34 ATL

“It’s like it was designed by Apple. It's got all the rounded corners, it’s sleek. But it basically does the same thing as the old one as far as I can tell, it’s just an updated design.” 20-34 ATL

“That one [Red Dawn] does make me think about having a can of Coke. It makes me want that Coke.” 20-34 ATL

“Just eye-catching. You know it is Coke the second you see the color scheme. You could see from across the room and you're like, oh, that's a Coke.” 35-50 ATL

Dawn's Impact

Dawn’s innovation lies in transforming a mechanical necessity into a symbol of care and leadership. Qualitative research showed that seeing Dawn instantly changes a customer’s impression of a venue, from “outdated fast food” to “clean, modern, thriving.”

Its adaptable aesthetic fits a wider spectrum of establishments than legacy models, while the Hydrous language unifies Coca-Cola’s physical touchpoints globally. In competitive pitches, Dawn gives Coca-Cola a clear advantage by visibly demonstrating attention to design relevance, unlike rival suppliers whose products have gone unchanged for decades.

GUPTA.NISH@YAHOO.COM

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