Reviewed

Fanta Identity, Before and After

Quick Note: The opening image above is not exactly a before/after of logos, more of a visual language before/after.

I have always had a soft spot for orange sodas, there is something about the combination of magic syrup, orange and bubbles that is just fun. In Mexico the undisputed taste champion (at least in my personal tests) was Orange Crush and I guess the funky glass bottle it came in had something to do with the experience. A close second was Fanta. So, yes, that was an odd segue to bring us to the subject at hand, but I really wanted to link to the Orange Crush bottle. With more than 70 flavors (including mind-benders like Banana Fermented Milk, Mellon Vanilla and Mint Raspberry) in 180 markets around the world, Fanta, from the Coca-Cola family of products, will be implementing a new identity designed by San Francisco-based Office.

Fanta Identity

The official description of Fanta, from Coca-Cola, will help put in context the work:

Available in Europe since the 1940s, Fanta was introduced in the United States in 1960. Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand’s fun, playful personality, which goes hand in hand with its bright color, bold fruit taste and tingly carbonation.

Fanta Identity

Fanta Identity

Fanta Identity

New identity elements by Office.

As explained on their web site (Work > Fanta) Office developed a flexible range of branding elements — in the form of a visual vocabulary of playful illustrations, shapes and colors — that can then be put together in a variety of different ways according to each locale’s message, audience and the flavors available. As well, an evolution of the logo has been introduced.

Fanta Old Bottles

Fanta Old Cans

Current bottle and can design.

The old and current look of Fanta fits right in the soda market. It’s colorful, bold, and busy, relying heavily on swirls and eye-of-the-storm backgrounds to capture the attention. In contrast, the new identity is more cohesive, more evident about what it’s selling (oranges!) and, most importantly, it’s more varied, diverse and versatile. And the new cans, which may or may not be the final product, look pretty damn fantastic.

Fanta Identity

Can designs by Office.

Fanta Bottles

Bottle designs taken from Poland’s Fanta web site.

Fanta Bottles

Not quite sure where this is from, but it does show what happens when good elements are paired with bad elements.

The new identity hasn’t been rolled out in the U.S. yet, but it has started to appear in Europe and Russia. Along with the identity created by Office, there is a new range of characters that inhabit the Fanta world, which I believe were created by animation powerhouse PsyOp, which combined, create a fresh, hip new identity.

I really, really like the work created by Office, it’s exuberant and well crafted, and it manages to be both elegant and youthful, and it stands apart from other fruit drinks. More encouraging is that the Fantanas will likely go away.

Thanks to my wife for the tip.

filed under Consumer products and tagged with

Reviewed August 21, 200808.21.08 by Armin


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