Fanta Confirms a New "Bold and Bright" Rebrand Backed by Coca-Cola Design
Kanesa David — April 5, 2023 — Lifestyle
References: fanta & packagingnews
Soda brand Fanta has announced a new rebrand ushered in by the Jones Knowles Ritchie (JKR) agency. Backed by the Coca-Cola Global Design team, the new rebrand hopes to evoke a sense of liveliness and excitement among its consumer base. A new logo, original font, and 'identifiable' colors make up the new brand color scheme. The visual system is backed by images created in collaboration with Brazilian artist Lucas Wakamatsu.
“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," said Rapha Abreu, global vice president of design at The Coca-Cola Company.
Image Credit: Fanta
“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," said Rapha Abreu, global vice president of design at The Coca-Cola Company.
Image Credit: Fanta
Trend Themes
1. Lively Branding - Opportunity to create new, exciting and memorable visual identity that resonates with consumers and sets the brand apart from competitors.
2. Collaborative Design - Opportunity to partner with artists and designers to create unique and compelling brand visuals and messaging.
3. Emphasizing Play - Opportunity to craft a brand narrative that emphasizes playful spontaneity and positions the brand as an accessible option for all age groups.
Industry Implications
1. Beverage - Opportunity to reposition established brands to appeal to changing consumer tastes and preferences and gain a competitive edge.
2. Design - Opportunity to work with large corporations to modernize and humanize their branding, messaging and visual design.
3. Marketing - Opportunity to build memorable and impactful branding campaigns that resonate with consumers and drive brand awareness and engagement.
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