Coca-Cola is set to launch an extension of its iconic Fanta range, the packaging for which has been developed by the soft drinks giant’s global in-house design team, together with Epoch Design.
The design and visual development of the new variant – Fanta Still – is part of a major multi-million pound marketing push that includes advertising by Ogilvy & Mather, and experi ential sampling by The Works.
According to Fanta senior brand manager Simon Pics, Epoch Design – on the brand’s roster for a number of years – was briefed to create a visual identity system and style guide for all in-store and point-of-sale projects. Coca-Cola’s global design team, based in San Francisco, US, created key packaging and branding elements.
The new drink, which hits the shops later this month, will feature orange flavours, as well as a no-added-sugar version Orange Tropical Zero, in singleand multi-pack formats.
The development of Fanta Still has been overseen by Pics, together with Coca-Cola UK’s marketing director Cathryn Sleight and marketing manager for flavoured sparkling beverages Zoe Howorth.
According to Sleight, Fanta continues to be a priority for the development of Coca-Cola’s portfolio. The range, aimed primarily at teenagers, is thought to address the push towards healthier foods.
Coca-Cola Europe is currently overhauling its design and branding roster, and is expected to announce details next month.