Fanta has been rebranded in the UK, taking on a new, angular logo with a brighter colour palette, and will appear on shelf in a redesigned twisted bottle.
The new visual identity, which aims to be “fun” and “vibrant” according to Fanta, is based on a hand-cut pattern that has been digitised. It swaps out a rounded sans-serif typeface, for an angular one, and inverts the colours so that the logotype is now white and the background is blue.
The circular border and leaf emblem remains, but brighter shades of blue, orange and green have been used. There is also now an orange slice emblem, and the word “orange” is more prominent, forming part of the main logo lock-up in a white typeface with a green background. The term “Made with fruit” has also been added to the logo.
The new branding coincides with a new recipe using less sugar.
WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.
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