Fanta has revealed a new visual identity, representing the biggest redesign in the brand’s history. The “fresh and exciting” design includes the industry first asymmetrical bottle, and a new recipe which contains a third less sugar.
The visual identity by Studio Koto, includes a new logo created using hand cut paper and has a hidden smile to display “Fanta’s irreverent and fun brand personality”. It’s redesign also has an updated colour palette.
The biggest change to the brand is a new bottle shape by Drink Works which has taken almost two years to complete. The new asymmetrical bottle is an industry-first, “a revolutionary spiral version which twists plastic to form a unique, eye-catching shape,” says the brand.
The new Fanta bottle will be available from the beginning of April, with the new recipe set to launch in May. Marketing director Aedamar Howlett says: “This year looks set to be the biggest in Fanta’s history, with a fresh new look inside and out. The new look will be supported by a multi-million-pound integrated communications campaign for the brand.”
About the Author
Lucy joined It’s Nice That as an editorial assistant in July 2016 after graduating from Chelsea College of Art. In October 2016 she became a staff writer on the editorial team and in January 2019 was made It’s Nice That’s deputy editor. Feel free to get in contact with Lucy about new and upcoming creative projects or editorial ideas for the site.