So when the beverage giant unveiled a new global visual identity system this week, it raised an interesting question: why would a brand that has already achieved iconic status still invest in a visual refresh? According to Arnab Roy, president of Coca-Cola global category, the update is intended to create a "clearer and more consistent" brand experience wherever consumers encounter Coca-Cola. Meanwhile, Rapha Abreu, global vice president of design at The Coca-Cola Company, said the refreshed identity will enable the company to deliver "one recognisable brand experience" across more than 200 markets. Global identity, local expressionIf consistency is the goal, the next challenge becomes maintaining it across more than 200 markets without losing local relevance. KFC wants you to dip, dunk and drink your way through its next chapterPizza Hut MY rolls out global brand refresh locally through culture-led experiences