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Raymond Loewy
included a "pinched waistline, as on le Mans-type
racing cars" as one of the mandates for the Avanti's
design. This approach to auto body design had already
been labeled the "coke bottle curve" for its resemblence
to the classic coke bottle.
The coke bottle was designed specifically
for Coca-Cola by the Root Glass Company of Terre Haute, Indiana.
They modeled the bottle after a cocoa bean. The first Coca-Cola
bottle featuring the contour shape, has been acclaimed as
"The World's Most Famous Package." The United States Patent
& Trademark Office (USPTO) issued a patent for this design
to the Root Glass Company in 1915.
Coke Bottle Redesign
Raymond Loewy
admired the Coke bottle design enough to state that "The
Coke bottle is the most perfectly designed package in the
world." Raymond Loewy Associates worked for Coca-Cola
from the 1940's through the 1960's. The original contour of
the "Mae West" bottle was designed in 1915. Loewy
came to the United States in 1919. He did not design the original
Coke bottle, but he did associate himself with it.
Loewy did create
designs for the Coca-Cola Company. He was responsible for
designing the Dole Delux Dispenser in 1947, as well as the
Dole Super Dispenser in 1951. Loewy
also applied for patents for his designs for a Coca-Cola "refrigerator"
(a standing cooler) in 1945; an "ornamental design for a truck
body" in 1946; and a beverage dispenser with an "ornamental
design" in 1946.
Ten years later (1956), he designed a
bottle opener that caught the bottle caps. Loewy Associates
did redesign the Coke bottle in 1954. The bottle has
undergone several redesigns in its 100-plus years.
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