USA – American-owned German brand of fruit-flavored carbonated soft drinks, Fanta has announced its first-ever global brand identity redesign, with ‘bright and bold’ designs.
The brand redesign was led by the Coca-Cola Global Design team in collaboration with Jones Knowles Ritchie (JKR) design agency.
There is a new logo and custom typography, and the brand color system is comprised of ‘identifiable’ colors – a graphic system supported by illustrations worked on in partnership with Brazilian artist Lucas Wakamatsu.
Additionally, photography serves as an important tool to try to give the brand a lively feel.
Rapha Abreu, global vice president of design at The Coca-Cola Company, said: “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.”
Sue Murphy, senior director of design at The Coca-Cola Company, added: “Fanta’s identity, and particularly the logo, has evolved significantly from the 1940s to today.
“With this refresh, we aimed to crystalize 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.”
Until now Fanta has had an entirely different logo and packaging design in the US compared to its international markets.
While the US stuck with the rounded logo introduced in 2010, in 2017 the drink rebranded in the UK and adopted a logo with a more angular font and a green leaf motif, surrounded by a colored circle to match the flavor.
Most of Fanta’s other markets use the same logo as the UK, though some have slight variations.
According to parent organization The Coca-Cola Company, unifying Fanta’s brand around the world will “[raise] it to sit consistently alongside the other iconic brands by The Coca-Cola Company,” including Coca-Cola and Sprite.
Fanta is The Coca-Cola Company’s second oldest brand, founded in 1940. Since launch, its identity and logo have “evolved significantly,” adds Murphy.
Fanta’s rebrand follows the redesign of two other leading soft drinks brands in the market from PepsiCo.The American beverage company unveiled the branding for the soft drink 7Up that aims to reinforce the uplifting nature of the drink and also revealed an “unapologetic” logo focused on the brand’s heritage for Pepsi.