Introduced in 1940, Fanta is not just the second oldest brand of The Coca-Cola Company but also its second largest brand. In 2016, 8 years after the last redesign, executed by the in-house design team based in San-Francisco, Fanta's logo and packaging design saw radical changes. The Coca-Cola Company did not disclose the authors of new design.
The main scope of the redesign was to attract younger consumers, Fanta enriches the moments of collective entertainment already present in the life of every teenager with a “twist” of spontaneity and carefree. The new asymmetrical bottle shape helps become more visible on the shelf among other competitors. The fact that Fanta contains fresh orange juice is clearly expressed on the package and is supposed to attract health-conscious consumers. Modern and bold logo is dynamic and energetic compared to the old one and is more likely to appeal to the young.
Instead of round and juicy font of the former logo, the new hard-angled and straight font looks similar to the historical one and conveys movement. Fanta's new friendly identity, composed of paper-cut letters and illustrations, speaks the language of target consumer. Fanta finally got uniquely shaped squeezed bottle that underlines presence of natural juice in the drink.