Coca-Cola has fundamentally redefined the brand of one of its flagship products: Fanta. The changes were made to the logo itself, the visual identity, and the shape of the bottle, too. And all this in a way that can be described with two adjectives: “hard-angled and twisted”.
What has not changed?
The existing brand colors have basically been preserved; they still rely on two different main colors – orange and blue. It is true the blue shade is darker and both the colors now produce a stronger contrast, but in principle these colors still form a very similar color palette.
However, the green hue of the leaf that appears in both the versions of the logo is noticeably brighter, which strengthens the contrast between various elements of the logo, and the whole thing seems to be – using a cliché – “more colorful”: this is a little similar to a photo with excessive Photoshop filters applied.
What has changed?
A lot. Although the whole communication is still cheerful and youthful (as a result of which the character of the brand has not changed significantly), it is true that both the new “hard-angled” logo typography, the (literally) twisted bottle (BTW, a great idea), and the geometry of the additional slices of orange recently introduced into the logotype – they all amount to a pretty significant change.
In general, the new identity of Fanta is a typical brand refresh that is not aimed at changing the positioning of the brand in the market, but at consolidating and strengthening its position with the younger target age group. The rebranding itself gives the impression of freshness and dynamism, and additionally the new identity of the brand eludes imitators, who had caught up with Fanta’s previous mood.
So be it. Although the reception of the individual elements of the rebranding of Fanta can be subjective, this does not change the character of the brand and refreshes it instead = it gives stimuli for a renewed interest in the brand.