Mirinda unveils new visual identity and global brand platform to appeal to Gen Z

Mirinda, a soft drink brand distributed globally by PepsiCo, has refreshed its visual identity and unveiled a new global brand platform, “There’s no flavour like your flavour”, which honours creativity and uniqueness in all generations, to appeal to Gen Z consumers.

Mirinda’s new direction and global brand tagline cements the brand as a representation of the next generation, celebrating and embracing these vibrant creators, who have the courage to express their creativity and bring their authenticity both in real life and online. 

Coinciding with the #NoFlavourLikeYourFlavour launch, Mirinda has been given a striking new visual identity called “Making an M-pact”, which was developed by PepsiCo Design and Innovation to ignite creativity.

The new visual identity involves refreshing the Mirinda logo with a brighter green, along with sharper corners and cleaner lines to amplify its distinction. The iconic Mirinda “M” serves as a canvas of creativity from which the brand is brought to life.

Furthermore, the new visual identity features playful colour palettes which provide a burst of refreshment, while twirling spheres, fizzing bubbles and zesty fruit illustrations convey a sense of playfulness and energy throughout. 

Each of the brand’s 50+ fruit flavours, including Green Apple, Orange, Pineapple, Strawberry, and Watermelon, will be given a corresponding colour palette, each with their own vivid, contrasting colourways.

Mirinda’s flavour offerings are tailored to the unique palate of communities around the world, including Green Cream Soda and Orange Tamarind in Vietnam, and Acai Berry in Poland. The new visual identity will be visible on all Mirinda cans, merchandise, advertisements, retail displays and digital media across its 200 markets.

Mirinda’s new visual identity will be rolled out across the leading 20 international markets from May, with many featuring their native languages on the cans. Kicking off with Vietnam and Thailand, the new visual identity will then appear in Poland, Romania, Czechia, Ukraine, Hungary, Croatia,  Gaza/Palestine, Mexico, Argentina, Egypt, Iraq, Uganda, Ethiopia, China, Pakistan, Kuwait, Qatar, Oman, Bahrain, and the United Arab Emirates and much more to come.

Commenting on the rebrand, Eric Melis, vice president global brand marketing at PepsiCo, said this marks the first step for the brand as it continues to evolve and grow in line with the youth of today. 

“We are pleased to unveil Mirinda’s new global brand platform that inspires vibrant creativity, encouraging Gen Z to harness their uniqueness as a superpower. Through #NoFlavourLikeYourFlavour we have developed a refreshing new visual identity and platform, which Mirinda fans can identify with - one that empowers this generation to resist conformity and instead, embrace self-expression,” he added.

Meanwhile, Mauro Porcini, SVP and chief design officer of PepsiCo, said, “Mirinda’s 50+ flavours are a treat for the senses, and we wanted the brand’s visual identity to look and feel the same. PepsiCo Design and Innovation brought Mirinda to life with vibrant, contrasting colours and bespoke illustrations that create a sense of dynamic energy and playfulness. We know Mirinda fans engage with the brand digitally as much as they do physically, so we created a visual identity that retains its excitement and distinction across all platforms.” 

MARKETING-INTERACTIVE has reached out to PepsiCo for more information. 

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