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 across all markets and territories.
The move is the latest branding exercise to come from the Coca-Cola Company’s soft drinks stable, after it recently redesigned Sprite and rebranded classic soft drink brand Lilt as Fanta Pineapple and Grapefruit – a move which was met with dismay by many.
The global rebrand is part of an ongoing strategy to unify the Fanta brand around the world, creating a consistent brand identity and packaging for the drink, which will allow it to sit more consistently alongside other Coca-Cola Company brands.
The new identity and design system – which was created in partnership with creative agency Jones Knowles Ritchie – remains unmistakably Fanta. It has been carefully designed to 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 have been created to “embody the presence and personality” of Fanta, creating a palette that provides the brand with an endless range of flavour possibilities. The colourful graphic treatment combines bold illustrations with photography, using layering and imperfection to create a mixed media aesthetic designed to cut through visual clutter.
“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.”
Jones Knowles Ritchie’s Lisa Smith said the agency was “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 signaled Fanta’s commitment to fun at every level – from real life to digital.”
