Fanta reveals rebrand by Koto and "industry first" asymmetrical bottle redesign

24 March 2017

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.”

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About the Author

Lucy Bourton

Lucy (she/her) is the senior editor at Insights, a research-driven department with It's Nice That. Get in contact with her for potential Insights collaborations or to discuss Insights' fortnightly column, POV. Lucy has been a part of the team at It's Nice That since 2016, first joining as a staff writer after graduating from Chelsea College of Art with a degree in Graphic Design Communication.

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