Fanta revamps logo with new vibrant look
By Ibidunni Banjoko
Shortly after Pepsi unveiled a new logo and visual identity which makes it the first update of the Pepsi globe logo in 14 years, Coca-Cola also launched a new global brand identity for its Fanta soda brand to revitalise Fanta’s brand assets.
The rebranding, which was led by Coca-Cola’s global design team and creative agency Jones Knowles Ritchie, reportedly aims to inspire people to find the fun in life and to “make the plain playful” with a look that remains “unmistakably Fanta”.
According to media reports, the brand wanted to revitalise Fanta’s brand assets and to “reclaim play” as something that “people of all ages can embrace”.
True enough, the rebrand is a global one that brings Fanta in line with Sprite which has also undergone a branding. Meanwhile, The Coca-Cola Company announced that a bolder and fruitier-tasting Fanta Orange will be hitting shelves in the United States and Canada this month and will roll out in other countries throughout 2023.
Chris Hunsaker, the senior brand manager of sparkling flavours at Coca-Cola North America said: “We’re always listening to our consumers to understand their evolving tastes to deliver the best-tasting products and most delightful experiences possible. Fans are craving more of what they love about Fanta Orange, so we’ve enhanced the recipe by amplifying its bold, fruity attributes.”
Global VP of design at The Coca-Cola Company, Rapha Abreu disclosed that 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.
He said, “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.
“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.”
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