The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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One Show 2024 Brand-Side / In-House Jury
Rapha Abreu
Global Vice President, Design
The Coca-Cola Company
Atlanta
Renowned for his creativity in Graphic and Industrial Design, Rapha Abreu has dedicated over 20 years to transforming global brands. He currently holds the prestigious role of Global Vice President of Design at The Coca-Cola Company. In this capacity, Abreu crafts the design narratives for globally recognized billion-dollar brands like Coca-Cola, Sprite, Fanta, Minute Maid, Powerade, Smartwater among others. He is notable for not only breaking through barriers but also becoming the first Latino in the organization to hold this position in design.
In his role, Abreu is trusted with the responsibility of interweaving global design strategies, brand identity, design innovation, visual language, packaging design, interactive design, motion identity, and retail design. His work involves reconciling global and local perspectives to create a consistent brand experience across a diverse ecosystem.
Prior to his current role, Abreu was VP, Global Head of Design at Restaurant Brands International, where he re-envisioned the restaurant experience for Burger King, Popeyes, and Tim Hortons. He was the driving force behind the widely celebrated rebrand of Burger King.
Before joining Restaurant Brands International, Abreu further developed his transformative skills at The Coca-Cola Company. Over a span of 8 years, he held significant roles such as Global Head of Brand Identity Design, shaping brand identities and constructing comprehensive design experiences for the company's globally known brands. Originally from Brazil, Abreu began his trajectory in design agencies in his home country.
Abreu's career has been marked with numerous accolades – he has collected over 50 awards for his outstanding work for Burger King alone. These include Fast Company’s Rebrand of the Year, a prestigious Gold Cannes Lion, and Gold awards from Art Directors Club and Dieline for his work on the Sprite rebrand. His proven expertise and abilities have also earned him positions as a jury member for D&AD, Dieline, El Dorado, and Brazil Design Awards.
In his role, Abreu is trusted with the responsibility of interweaving global design strategies, brand identity, design innovation, visual language, packaging design, interactive design, motion identity, and retail design. His work involves reconciling global and local perspectives to create a consistent brand experience across a diverse ecosystem.
Prior to his current role, Abreu was VP, Global Head of Design at Restaurant Brands International, where he re-envisioned the restaurant experience for Burger King, Popeyes, and Tim Hortons. He was the driving force behind the widely celebrated rebrand of Burger King.
Before joining Restaurant Brands International, Abreu further developed his transformative skills at The Coca-Cola Company. Over a span of 8 years, he held significant roles such as Global Head of Brand Identity Design, shaping brand identities and constructing comprehensive design experiences for the company's globally known brands. Originally from Brazil, Abreu began his trajectory in design agencies in his home country.
Abreu's career has been marked with numerous accolades – he has collected over 50 awards for his outstanding work for Burger King alone. These include Fast Company’s Rebrand of the Year, a prestigious Gold Cannes Lion, and Gold awards from Art Directors Club and Dieline for his work on the Sprite rebrand. His proven expertise and abilities have also earned him positions as a jury member for D&AD, Dieline, El Dorado, and Brazil Design Awards.