PepsiCo’s Mirinda has joined the bandwagon of beverage brands undergoing a visual transformation. However, despite its vibrant colors and revamped logo, the rebrand leaves something to be desired, proving that not every makeover results in an improved final product.
Accompanying the revamped Mirinda logo is an array of vibrant color palettes that represent Mirinda’s impressive range of over 50 flavors. Twirling spheres, fizzing bubbles, and zesty fruit illustrations aim to create a playful, energetic atmosphere that mirrors the product’s variety. The colors and illustrations are indeed eye-catching, but they raise the question: do they effectively represent the brand and its offerings?
Mauro Porcini, SVP and Chief Design Officer at PepsiCo, explained his rationale for the redesign. He explained, “We wanted to create a vibrant, energetic look and feel that could capture the spirit of Mirinda. So, PepsiCo Design and Innovation crafted an identity full of contrasting colors and bespoke illustrations that embody the brand’s playful nature.”
Porcini also emphasized the importance of maintaining brand consistency across all platforms, both digital and physical. The intention was to visually celebrate Mirinda’s wide variety of flavors, offering fans the same level of excitement and distinction across all brand touchpoints.
However, while the rebrand is visually engaging, it doesn’t quite deliver the punch you’d expect. The abundance of contrasting colors and visuals could potentially overwhelm rather than intrigue the audience. Additionally, placing so much emphasis on the ‘M’ in the logo might not resonate with the intended audience, as it seems somewhat disconnected from the brand’s overall message.
In summary, while PepsiCo’s attempt to revamp Mirinda’s brand identity through a vibrant, playful design is commendable, the outcome seems to lack depth and cohesion. It’s a rebrand that stands out for its bold colors and sheer variety, but perhaps doesn’t effectively communicate the brand’s unique personality and offerings. Ultimately, the success of this rebrand will be measured by how well it resonates with consumers and reflects their perception of the Mirinda brand.