Anything Fanta can do, I can do better! Though I love their recent redesign, I wanted to improve my brand design skills and graphic design proficiency. Here's my take on what direction I would take if I were the Head of Design.
Objectives
Understanding Branding
What story is Fanta trying to tell through their brand? Why have they made specific design decisions and how does that impact
Exploring Visual Communication
Experiment with how colors, typography, and shapes can convey energy and fun, while maintaining clear brand recognition. What visual cues work best for creating a playful yet recognizable logo?
Master Adobe CC
I want to deepen my proficiency in Adobe CC by learning advanced techniques in Illustrator, Photoshop, and Premiere Pro. I figured the best way to do this would be to start a project and learn as I go!
Phase 1: Understanding the Brand
Logo Analysis
I looked through all 12 changes that Fanta had made to their logo and branding up until this point, and found a few ones that stood out to me. Here I point out some features that I want to include in my design.
Logo Analysis
1988 Change
In 1988, Fanta introduced a bold, playful logo with a stylized orange slice to emphasize its fruity, fun image. This rebranding made the brand more vibrant and appealing to younger consumers.
Notes
I like the color scheme and the use of deep red in contrast with green leaf
Doesn’t really make sense that the three red dots resemble a grapes of some sort even though Fanta is branded as an orange drink
Logo Analysis
2010 Change
In 2010, Fanta updated its logo to feature a more angular font and a green leaf motif, set against a blue and white color scheme. This redesign aimed to create a more modern and dynamic brand image.
Notes
Absolutely love the leaf design and gradient used for it
The way the logo seems to curve and flow into the page makes gives the feeling of fun and easygoingness that was mentioned in earlier research.
I don’t like the white outline around the lettering, feels unnecessarily complicated
Explore fonts, I like the previous font more than this one
Logo Analysis
2016 Change
In 2016, Fanta introduced a global rebranding, featuring a new logo with angular fonts and a simplified design. This update aimed to create a more modern and cohesive brand image across international markets.
Notes
I like the color scheme and the use of deep red in contrast with green leaf
Doesn’t really make sense that the three red dots resemble a grapes of some sort even though Fanta is branded as an orange drink
Phase 2: Design Process
Flavour Board
Next, I looked to gain some inspiration about what I wanted my new design to look like. Here is a compilation of some designs, logos, and colours that I thought would aid me in creating my design.
Phase 2: Design Process
First Iteration
And with that, I got started. I knew I had a rough idea of the direction I wanted to go in, but combining fresh ideas while keeping elements of past logos was a challenge I loved facing!
Design choices
First iteration
Shattered Glass
The shattered glass concept was something that I initially thought could work well for Fanta. The sharpness gives it a modern, rebranded look, but the randomness allows for fun splashes of colors
Design choices
First iteration
Jungle Theme
I thought to use a jungle, fresh concept to contrast with the sharp, neat shattered glass effect mentioned before.
Phase 2: Design Process
Final Iteration
After a round of feedback and taking a step away for a little bit, I got back into the project and finished it up with a fresh set of eyes!
Design choices
Final iteration
Expanding Jungle Theme
I really liked the jungle theme in contrast with the sharp sleek look of the glass, so I expanded it out to give the design a bit more substance. Adding a few more elemnts like this, made the design feel a lot more cohesive.
Design choices
final iteration
Fanta Personality
I added some skewing and light touchups to the text on the can, trying to add more personality to the new brand.
Phase 2: Design Process
Final Products
Below are the final products! Really happy with how everything turned out and I learned a lot about how brands go through restructuring and why. I also greatly developed my skills in Adobe CC as well as Blender!
