The Root Glass Company of Indiana created the famous Coca‑Cola contour bottle in 1915. It was designed to help Coca‑Cola stand out from other drinks at the time, and the design brief was to ensure that the bottle was recognisable even in the dark, or if it was broken. Some people think the shape was inspired by a woman's body.

Whatever the inspiration for its shape, the Coca‑Cola bottle later received a rare distinction for packaging when, in 1977, it was granted registration as a trademark by the United States Patent Office. It's a classic piece of packaging design that has stood the test of time.