Raymond loewy said,
'the coke bottle is the most perfectly designed package in the word.'

loewy is often mistakenly credited with designing the
coca- cola bottle, although he worked for the coca cola
company for decades, designed several coke related products,
and even redesigned the famous bottle in 1954.
(the first coke bottle was developed for coca-cola in 1915
by the root glass company of terre haute, indiana
- the bottle has undergone several redesigns in its 100-plus years).
his contribution to that particular icon, the original contour
of the 'mae west' bottle, was to 'slenderize' the already
existing version, giving it a more refined silhouette and
making it sexier to a new generation.
see