Fanta's comprehensive rebrand involved strategic phases focused on modernization and consistency:
Phase 1: Strategic Foundation & Research
Market & Consumer Insights: Analyzed global youth trends, flavor preferences, and brand perception gaps versus competitors.
Core Positioning Refinement: Reaffirmed "Playfulness" as central but evolved it toward a more contemporary, vibrant, and inclusive expression relevant to younger generations.
Audience Definition: Sharpened focus on Gen Z and younger Millennials, understanding their values and communication styles.
Phase 2: Visual Identity & Design System Overhaul
Logo Evolution: Retained recognizability but introduced a bolder, simpler 2D wordmark. Dropped the iconic "bubble" ellipse for flat dynamic burst graphics.
Color Palette Revolution: Launched a radically brighter, more saturated core palette (notably Electric Green PANTONE 347C). Extended the system with vibrant secondary colors tailored to individual fruit flavors, enhancing shelf differentiation.
Typography & Imagery: Introduced the custom "Fanta Unity" font for flexibility. Shifted photography towards authentic, energetic moments and diverse representations.
Dynamic Graphics System: Created scalable "burst" motifs and fluid shapes replacing the ellipse bubble, symbolizing spontaneous fun.
Global Packaging Unification: Implemented the new design system across 200+ countries and numerous pack formats (67 types globally), drastically improving visual consistency.
Phase 3: Implementation & Integrated Activation
Staged Global Rollout: Executed a complex but synchronized launch across markets to maximize impact and operational efficiency.
Full Omnichannel Application: Consistently applied the new identity across all touchpoints: packaging, digital (app, social media), advertising, POS materials, and merchandise.
Signature Brand Assets: Developed distinctive sonic branding and motion graphics adaptable for digital channels.
Campaign Alignment: Ensured marketing campaigns like "What The Fanta?" visually and tonally embodied the new playful, vibrant identity.
Partner Ecosystem Engagement: Provided guidelines and toolkits to bottling partners, agencies, and retailers for unified execution.
Outcome: Fanta successfully transitioned to a modern, unified global brand identity, enhancing recognition, appeal to target youth audiences, and differentiation in the competitive beverage market.
