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
Understand the Brand
What story is Fanta trying to tell through their brand? Why have they made specific design decisions and how does that impact
Design Process
Curate and showcase a diverse range of design assets, including apparel, graphics, templates, digital resources, and design courses, ensuring that our product portfolio is extensive and appealing to our target audience.
Brand Philosphy
Use the e-commerce platform as a powerful branding tool, highlighting Athlon's design process and positioning the company as an industry leader.
Phase 1: Discovery
Brand Research
01
Branding Analysis
Examining elements present on the websites of our competitors to identify recurring patterns and elements that should be avoided.
02
Logo Analysis
Identifying best practices in terms of website structure, gaining insights on how users would expect to navigate the studio store.
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
The comparators we looked at had several common patterns we noted that made their website brand-focused, easy to navigate, and told a powerful story.
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
The comparators we looked at had several common patterns we noted that made their website brand-focused, easy to navigate, and told a powerful story.
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
1988 Change
The comparators we looked at had several common patterns we noted that made their website brand-focused, easy to navigate, and told a powerful story.
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
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.
Design choices
First iteration
Shattered Glass
It’s important here to use familiar language as certain input prompts are the exact same across many comparators.
Design choices
First iteration
Shattered Glass
It’s important here to use familiar language as certain input prompts are the exact same across many comparators.
Phase 2: Design Process
Final Iteration
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.
Design choices
Final iteration
Expanding Jungle Theme
I thought to use a jungle, fresh concept to contrast with the sharp, neat shattered glass effect mentioned before.
Design choices
final iteration
Fanta Personality
It’s important here to use familiar language as certain input prompts are the exact same across many comparators.
Phase 2: Design Process
Final Products
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.
