Fanta has ensured its new look is “bold not boring” as it introduces its first ever global brand identity, created to bring a “consistent and cohesive” look to the brand.
The move is part of an ongoing strategy to unify the Fanta brand around the world, with a consistent brand identity and packaging, which will allow it to sit consistently alongside other Coca-Cola Company brands such as Coca-Cola and Sprite – which was also recently redesigned.
The fresh branding remains unmistakably Fanta, but has been carefully designed with the intention of inspiring people to find the fun in life with bright, bold designs that it says “punch through the routine of everyday life”.
“We wanted to portray a brand that values spontaneous play and the benefit it brings,” said Rapha Abreu, global vice president of design at The Coca-Cola Company.
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“By shifting our focus to reflect an attitude, we were able to revitalize Fanta’s brand assets and reclaim play as something that people of all ages can embrace and benefit from.”
The new logo and custom typography now embody the presence and personality of Fanta, but with a POP! The brand color system is comprised of unique and identifiable colors that provides the brand with an endless range of flavor possibilities.
“Fanta’s identity, and particularly the logo, has evolved significantly from the 1940s to today,” said Sue Murphy, senior director of design at The Coca-Cola Company.
“With this refresh, we aimed to crystalise each element of the brand to be bold and iconic so that we could ensure it would stand the test of time and be recognized around the world.”
The Coca-Cola Company recently rebranded classic soft drink brand Lilt as Fanta Pineapple and Grapefruit, a move which was met with dismay by many.
