In February this year, the Coca-Cola company announced that it was changing the name and look of its popular grapefruit-and-pineapple drink. It had been around for nearly half a century and was in great demand in the UK, so this decision caused concern among its fans. However, the brand owner said that only the bottles’ exteriors had been changed, while their contents remained the same.
As a result, by the end of winter 2022, the first batches of Fanta Pineapple & Grapefruit, rather than Lilt Soda, entered the market. The producer poured the carbonated drink into three types of containers (300 ml, 500 ml, and 2000 ml) and decorated them with labels featuring a new logo. It is made in the style of Fanta logos, which shows the brand owner’s intention to produce “tropical sweetness” under this brand in the future.
The badge has graphic images and text. The first one is the background, and the second one is the name. The inscription is concentrated in the upper part. Each letter seems to be taken in an improvised frame, corresponding to the glyph’s height, width, and shape. That is, the background is uneven: in one place, it is higher; in another, lower. Regarding the text, it can also be noted that it is characterized by the following:
- block characters;
- light color;
- capital font;
- elongated feet.
The base on which the name is located is geometric. It looks like an inverted triangle with the tip pointing downward or like a large arrow pointing to the bottle’s contents. The center of the figure is shifted left, so it appears slanted. The lettering is also diagonal. But despite the rebranding, the iconic grapefruit-pineapple flavor remains unchanged.