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The Coca-Cola design team and creative agency Jones Knowles Rich have rebranded Fanta. With the theme of 'Truly Playful', we aimed to present a pleasant image that appeals to all age groups. Rapha Abreo, who is in charge of Coca-Cola Design's global VP, said that Fanta's rebranding was considered two years ago. Among Coca-Cola's many brands, it is the most interesting brand, but the expression is not.
The surrounding decorative elements have been removed so that the wordmark can be used in a variety of environments. In order to emphasize the various flavors of Fanta, the leaves and orange background color, which are the most representative elements that symbolize oranges, have been deleted. The blue contrast, which expresses a three-dimensional effect, has been changed to a brighter color. The smile hidden in the space in Typography A has also been changed.
He said he focused on expressing a feeling that could be a bit loose without being polite. It is said that popping soda is expressed with a popping logo, playful fonts, and moving and POP illustrations. The color that symbolizes taste was created in collaboration with Brazilian artist Lucas Wakamatsu. I created a tropical palette based on an attractive illustration.
I thought it was a somewhat one-dimensional expression, but I also thought that it gave a more playful feeling. The intention to catch the keyword hyperpop was read. I think that mixing the y2k sensibility of the 2000s and the retro with the broken and worn-out retro with the futuristic expression is an expression worthy of being held in memory in the beverage industry.
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
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