Is every single soft drink rebranding? It seems so with another from Mirinda
Mirinda is catering for Gen-Z with a makeover by Buck and Bulletproof. The new look puts a sharp, expressive ‘M’ at the centre of packaging.
- Liz Gorny
- 10 May 2023
PepsiCo and The Coca-Cola Company seem to be locked in a strange graphic design tug of war this year. Nearly every month, one company or the other has launched a total redesign of one of its subsidiaries. The outcome is a dizzying amount of soft drink rebrands, including Fanta, Lilt, 7Up, Minute Maid and, who could forget, Pepsi. Now, creative agency Buck and brand design agency Bulletproof have delivered a colourful new identity for Mirinda, working with the PepsiCo Design and Innovation team and the creative duo Estudio Santa Rita on illustration.
The first change among a slew of updates is to the logo; it now features a brighter green, sharper corners and cleaner lines. A bold ‘M’ is placed front and centre across the new cans. The rebrand also consists of extensive work on the Mirinda colours. In fact, each of the brand’s 50 flavours have been given a separate colour palette with their own contrasting colourways. This is paired with illustrations that represent flavours through a range of swirling sphere forms, each with its own distinct pattern.
The new identity and global brand tagline – “There’s no flavour like your flavour” – are positioned towards the Gen Z market; Mirinda hopes to tap into the “vibrancy of a generation of young creatives”.
Mauro Porcini, SVP and chief design officer of PepsiCo says: “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.”
GalleryBuck / Bulletproof / PepsiCo Design and Innovation: Mirinda (Copyright © PepsiCo, Inc., 2023)
Buck / Bulletproof / PepsiCo Design and Innovation: Mirinda (Copyright © PepsiCo, Inc., 2023)
About the Author
Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.