Coca-Cola Unveils New Global Brand Identity For Fanta
Coca-Cola has unveiled a new global brand identity for its soda brand Fanta. It is interesting to note that Fanta’s rebrand follows the redesign of two other leading drinks brands in the sector. Beverage Company, PepsiCo unveiled a repackaged 7Up that aims to reinforce an elevated nature of the drink, besides revealing an “unapologetic” logo focused on brand’s heritage for Pepsi.
The Global VP of design at The Coca-Cola Company, Rapha Abreu, in a press release said the Coca-Cola global design team brought in a whole creative village to revamp the design system, with JKR on packaging and imagery, Brazilian artist Lucas Wakamatsu on illustrations, Tim Marsella on lifestyle photography, and Martin Wonnacott on product photography.
The refreshed identity is bright, colourful, and exuberant. The new logo features an update to the wordmark, simplifying it and removing the orange circle and green leaf. It also gets paired with delightful illustrations of fruits corresponding to the flavour, splashing down and displacing liquid drops, sometimes accompanied by other graphics like diamonds and lightning bolts. Bright colours inspired by the dozens of Fanta flavours available globally serve as backdrops.
“We wanted to portray a brand that values spontaneous play and the benefit it brings. 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,” Abreu said.
Photography and illustrations reinforce the core spirit of play and fun by evoking joy and light-heartedness, depicting young folks being their best Gen Z selves.
“We were really inspired by the idea of bringing playfulness to consumers of all ages when we started to ideate around how to bring the brand’s purpose to the masses. By thinking what this meant for the brand’s expression, attitude, and actions, we were able to build a distinctive brand identity that signalled Fanta’s commitment to fun at every level – from real life to digital,” said Lisa Smith, global executive creative director for JKR, in the same press release.