See Fanta's playful new look

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.