Official Coca-Cola Company Uniforms
Are you in the mood for a little nostalgia? These photos are of vintage brochures advertising various styles of Riverside uniforms made for the employees of the Coca-Cola Company. The Riverside Manufacturing Company has been in business since 1911, and still makes corporate uniforms today out of Moultrie, Georgia.
Similar to the example we saw in an earlier blog about standardized painting of Coca-Cola trucks, it was also important to the Coca-Cola Company that their employees have a ‘uniform’ look. They understood the value of a standardized look and the customer loyalty and sales that were generated by this attention to detail. All the coordinated elements (advertising, soda machines, trucks, employee uniforms) combined to create a total corporate identity. In addition, this uniformity made the employees themselves feel better, as it created a sense of a democracy and working together as a team, as opposed to emphasizing a workplace hierarchy.
Coca-Cola still has their employees wear uniforms today, but they are a far cry from the crisp, military styles of the past. Where today you will see drivers and delivery people wearing a polo shirt or casual button-down shirt paired with a baseball-style cap, in the 1940’s and 50’s the uniforms were designed to look very similar to those worn by military personnel. This applied to both men and the women. The uniform for the men consisted of a crisp long or short-sleeve shirt and slacks with a military style cap. The women’s uniform was a dress resembling those worn by nurses during WWII with a cap to complete a polished, professional appearance. In addition to creating a sense of professionalism, the uniforms also created an authoritative air. Because, after all, Coke had a lot of fierce competition, all vying for the bulk of the soft drink market. Standardized trucks and uniforms were an effective way to give a trustworthy and dependable appearance to the man delivering “The Pause That Refreshes” and to give Coca-Cola the upper hand in the marketplace.
Riverside Manufacturing Company
301 Riverside Drive