Fanta rebrands with bolder and more vibrant new look

The Coca-Cola company has unveiled a new global brand identity for its soft drink brand, Fanta, according to media reports. The refreshed look features brighter, more colourful and more vibrant colours as well as an updated and more simplified wordmark with the removal of the classic orange circle and green leaf. 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". 

The new look has been paired with illustrations of fruits that align with the flavour of the drink and also accompanied with graphics such as diamonds and lighting bolts. Brighter colours inspired by the various flavour available globally have also replaced the backdrop of the new design. 

Don't miss: Pepsi's major logo revamp: How an established brand maintains familiarity while appealing to a new generation

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".

In a rebranding video seen by MARKETING-INTERACTIVE, the brand says that now, it has a "truly global identify" that features a logo that "pops and fizzes". It added that its new colours "scream indulgence" and that they are "bursting with flavour cues".

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. 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.” 

The release added that the new flavour will roll out in other countries throughout 2023.

The news comes shortly after Pepsi unveiled a new logo and visual identity which makes it the first update of the Pepsi globe logo in 14 years. Paying homage to the brand’s heritage while being forward looking in terms of sustainability, the brand’s new logo largely encapsulates what Pepsi stands for today. It is bolder and more confident as compared to the logo's predecessor.

The previous logo had a lower-case ‘pepsi’ sitting shyly next to a globe and pasted on a pastel background. The new one, on the other hand, is more vivid and prominent. With a capitalised ‘PEPSI’, the logo is placed on a bolder globe comprised of greatly contrasted colours. The differences between the two logos are hard to miss but has clearly become more modern and forward-looking. 

Oddly reminiscent of the 1990s version of Pepsi’s logo, Todd Kaplan, Pepsi’s chief marketing officer, said in a release that that was the logo that somehow stuck with consumers and that it was high time to return to it. He added that Pepsi is a “bold and confident brand” that stands for “unapologetic enjoyment”, which was unfortunately not being delivered by the brand’s previous logo.

Content 360 is back on 10-11 May 2023 in Singapore. A hugely popular event over the years, Content 360 brings the most influential content creators to inspire you. Across two days, you can connect with 300+ brightest minds in the industry and learn how to overcome challenges to make your content stand out among the crowd. Tickets are on sale now, register today: https://conferences.marketing-interactive.com/content360-sg/

Related articles:
Hang Seng Bank offers free taxi rides as part of rebranding campaign
Häagen-Dazs rebrands its Vanilla flavour packaging for IWD
Why Sentosa waved goodbye to 'State of Fun' with its latest rebrand