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What is Next Nature?

With our attempts to cultivate nature, humankind causes the rising of a next nature, which is wild and unpredictable as ever. Wild systems, genetic surprises, autonomous machinery and splendidly beautiful black flowers. Nature changes along with us.


Organic Coke Arrives

Five years ago we presented a speculative product called Organic Coke to stir a discussion on the use of natural imagery to market products. Last year we reported on an internal presentation of the Coca-Cola company that analyzed the opportunities of Organic Coke. Guess what? This month the soda-giant launches healthier and eco-friendlier option to consumers. They call it: Cola Life.

Coca-Cola Life’ is said to be an all-natural, low-calorie soda packaged in a fully-recyclable plant-based bottle. The drink is made with a mixture of sugar and stevia-based substitute, and contains two times fewer calories than regular Coke. The all organic sugar drink is launched in Argentina, with total world domination soon to follow. The website is a schoolbook parody of biomimic marketing, except that it is not a parody.

Organic Coke: Camouflage color in the Grass.

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Overview of the campaign images: dig that ivy grown logo right below.


Drink coke only from crates that your grandmother would recognize as crates.

Speculative Organic Coke design from 2008

Original Speculative Organic Coke design from 2008

View Cola-Life website (2013), View Organic Coke (2008). Thanks Rachel.


  1. jt

    “two times less”? What does that mean? 1/3? 1/4?

  2. Joshua

    “contains two times less the calories than regular Coke”

    Negative calories?

  3. Tyler

    It feels like a really awkward and unclear way to say what “half” covers really clearly.

  4. By “sugar” you do mean organic cane sugar, and not high fructose corn syrup, right?

  5. We have a can, and since the label lists “azucar”, we’re assuming it means cane sugar.