Coca-Cola Unveils New Global Brand Identity For Fanta
by Rudy Sanchez on 04/04/2023 | 2 Minute Read
Coca-Cola has unveiled a new global brand identity for its soda brand Fanta. Designed at the direction of the Coca-Cola global design team, they brought in a whole-ass creative village to revamp the design system, with JKR on packaging and imagery, Brazilian artist Lucas Wakamatsu on illustrations, motion identity from Gretel, Colophon on typography, Tim Marsella on lifestyle photography, and Martin Wonnacott on product photography.
Fanta, Cola-Cola’s second-oldest brand, has long had different brand executions globally. Beginning this year, the Atlanta-based Coca-Cola will give Fanta the same unifying treatment it previously did with brands Coca-Cola and Sprite.
The refreshed identity is bright, colorful, 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 flavor, splashing down and displacing liquid drops, sometimes accompanied by other graphics like diamonds and lightning bolts. Bright colors inspired by the dozens of Fanta flavors available globally serve as backdrops.
“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,” Rapha Abreu, Global VP of design at The Coca-Cola Company, said in a press release.
Photography and illustrations reinforce the core spirit of play and fun by evoking joy and lightheartedness, depicting young folks being their best Gen Z selves.
“We were really inspired by the idea of bringing playfulness to consumers of all ages when we started to ideate around how to bring the brand’s purpose to the masses. By thinking what this meant for the brand’s expression, attitude, and actions, we were able to build a distinctive brand identity that signaled Fanta’s commitment to fun at every level – from real life to digital,” said Lisa Smith, global executive creative director for JKR, in the same press release.
Fanta’s new brand identity can be seen in-store and online now.