2023-04-18 08:30:08
Introduced in 1940, Fanta it is not only The Coca-Cola Company’s second oldest brand, but also its second largest brand outside the United States.
This month Fanta announced the change of its global brand identity.
The redesign aims to rediscover playfulness around the world, through bright and bold designs that invade the daily routine.
The concept of the rebranding of Fanta
The brand’s new identity aims to inspire people to find fun in everyday life, making every moment playful in a simple way and with a look that remains unmistakably Fanta.
Although its primary flavor is orange, Fanta is available in over 100 flavors worldwide and is available in over 180 markets.
Previously, the brand identity and its packaging system they existed in different meanings depending on the markets.
Starting this year the brand will start be unique all over the worldthanks to the work of the Coca-Cola Global Design team and the collaboration with various agencies including Jones Knowles Ritchie who specifically dealt with the refresh of the identity and packaging.
The new logo and custom typography embody Fanta’s presence and personality. The new look takes the pop style already inherent in the brand to a higher level.
Change the main color of the brand
Change of course on orange, in the new version blue becomes the primary and dominant color in the Fanta universe.
The various variations of flavor are effective, especially the blue shadow of the logo works with every color launched.
Il color system of the brand is composed of unique and easily identifiable colors that provide the brand with an infinite range of taste possibilities.
The graphics system, inspired by the new dynamic logo, helps Fanta instill playfulness.
The new Fanta monogram
The drawings, made in collaboration with the Brazilian illustrator Lucas Wakamatsuand photography serves as an important tool that brings a Pop of Fun-ta.
Emphasis is placed on mixed media aesthetics, imperfection and storytelling, to create a distinctive point of view, intended to attract attention through a sort of visual clutter.
In the latest iteration, the logo drops the orange silhouette and leaf. This step is quite effective since Fanta exists in so many other flavors that aren’t orange. Not having that visual limitation refreshes the brand and takes it to the next level.
Also away is the subtle smile as a detail of the second “A”. Even the inner shadows are gone. Overall, the lines and angles have been redefined to produce a more mature but no less entertaining brand.
In other applications, there is a clear sense of fun and effervescence which takes advantage of the many assets at play in identity, from typeface to illustrations to explosive graphics that can be composed in so many different ways.
Like Coca-Cola and Sprite, the new Fanta packaging maintains a relatively minimal and clean approach, with the logo positioned at the top of the can. The undisputed protagonists of the new packs are above all the bright colours.
READ ALSO: Pepsi unveils a completely renewed visual identity
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