Design Lessons From the 100-year-old Coke Bottle

Today, the iconic Coca-Cola bottle celebrates its 100th birthday. It was patented on Nov. 16, 1915.

By most counts, the bottle was—and remains—the ideal marriage of form and function, not to mention an early example of how a brand can differentiate itself through design and packaging.

Bob Williams, assistant professor of marketing at Susquehanna University in Selinsgrove, Pa., is researching a book on vintage marketing campaigns, including Coca-Cola's. I recently spoke to him about about the legacy of this landmark bottle. Here are five takeaways.