Coca-Cola’s Fanta is rolling out a punchy new design meant to bring new playfulness and indulgence to the brand, and unify its look and feel worldwide.

The change coincides with what the company described as Fanta’s biggest North American marketing campaign in more than a decade, much of that focused on a reformulation of Fanta’s best-selling orange flavor.

The new design was led by the Coca-Cola global design team in collaboration with Jones Knowles Ritchie, Everything is Relative and Gretel, and brought to life in global campaigns by OpenX, WPP’s dedicated Coca-Cola agency.

Rapha Abreu, global VP of design at Coca-Cola, said the move to redesign Fanta began from his own brief about two years ago.

“I said to my brand team, ‘Guys we have an opportunity with Fanta to make it into a more playful brand,’” he said. “I think Fanta is the most playful brand that we have in our portfolio, but it wasn't looking like that.”

‘It was a bit too contained’

The new logo makes updates to a 2017 design used in most parts of the world. In the U.S., it replaces an even older logo—the rounded, sans-serif typeface wordmark introduced in the 2000s.

The old Fanta logo “wasn’t loose enough,” Abreu said. “I think when you are playful, and you’re having fun, you’re not super precious, and you can kind of let loose a little bit. I think the identity wasn’t portraying that. It was a bit too contained, in my opinion.”

Being more playful doesn’t mean the brand is reaching toward a younger audience, Abreu said. In fact, the change is meant to help the brand appeal to older audiences than the young teens Fanta is most popular with currently. “Probably the age group that needs more playfulness in their lives are the grown-ups and young adults,” Abreu said. “We want to inject playfulness into their lives.”

More news on rebrands and redesigns

The new logo and typeface are meant to disrupt and “pop,” Abreu said.

A message of indulgence is conveyed by droplets and “zings” to connote flavor, along with a vivid new color palette, and artwork from Brazilian artist Lucas Wakamatsu. Photography and artwork help to emphasize a design aesthetic using mixed media, layering and imperfection to create a distinct point of view in advertising, the brand said.

“We’re trying to really depict this sensorial aspect of the taste,” Abreu said.

In uniting the design worldwide, Fanta is following the lead of sibling brands Coca-Cola and Sprite, which took global stances in 2021 and 2022, respectively.

Fanta sees the opportunity to forge a wider audience behind the rebranding, Abreu said, and grow behind initiatives such as improved flavors. Fanta Orange, now with an “orange-ier” flavor, according to the brand, is also available in more packaging options including 10-packs of 10-oz. mini cans. Fanta Orange Zero Sugar is now available in 12-packs and 20-oz. bottles.

New “multi-sensorial” Fanta marketing activations are planned in the U.S. and Canada including “scented murals” in Los Angeles, Atlanta and Toronto. An experiential marketing push in Los Angeles this month includes giving people the opportunity to experience “sound and visual effects that emulate diving into a bottle of Fanta Orange,” according to the brand.

A mobile game called “Ride n’ Sip” will reward players with digital coupons. The brand also plans sampling events on college campuses and will roll out new creative to cinemas.

The logo announcement comes a week after PepsiCo announced a change to its Pepsi design, also seeking to inject more energy into its brand.