JKR gave Fanta its first global identity, built to reclaim play for all ages

Reclaim play 'as something that people of all ages can embrace and benefit from', in Coca-Cola global design VP Rapha Abreu's words, and unify Fanta worldwide for the first time.

JKR and Coca-Cola's global design team evolved Colophon Foundry's 2017 headline typeface into Fanta Pop (Regular and Condensed) plus Fanta Sans, removed the leaf and orange circle so the logo works across the full flavour range, and commissioned Brazilian illustrator Lucas Wakamatsu for flavour illustrations, with Gretel on motion, Relative on packaging guidelines, Tim Marsella on lifestyle photography and Martin Wonnacott on product photography.

The new identity rolled out in-store and online across Fanta's markets; no results figures were given.

In April 2023, Design Week reported that The Coca-Cola Company's global design team had collaborated with Jones Knowles Ritchie to create Fanta's first global identity, featuring a new logo, custom typography and illustrations. The aim, said global VP of design Rapha Abreu, was to 'revitalize Fanta's brand assets and reclaim play as something that people of all ages can embrace and benefit from'.

JKR global executive creative director Lisa Smith described the primary logo as 'flexible and adaptable' — a brighter blue, with the leaf and orange circle removed so it works across Fanta's full breadth of flavours. A new monogram, based on the F letterform with adjustments for clarity, works as an icon. Colophon Foundry, which made the previous typeface in the 2017 rebrand, returned to customise it into 'Fanta Pop' — playful, bold and geometric — in Regular and Condensed weights, backed by Fanta Sans for secondary messaging.

The palette evolved into a richer, more unique orange and a brighter blue taking influence from pop culture, with each flavour getting its own primary, lighter and darker tone-on-tone colours plus a Green Leaf detail for consistency. Packaging was reduced to emphasise the logo, flavour illustrations and vibrant colours, with bespoke illustrations by Brazilian artist Lucas Wakamatsu.

Removing the leaf and orange circle freed the logo to work across every flavour and market.

The custom Fanta Pop typeface makes the brand ownable in type, not just colour.

Tone-on-tone flavour palettes give each variant its own character while staying one brand.

Reclaiming play for all ages widens who the brand can credibly talk to.

Flexibility is a brand asset: cut the literal details — leaf, orange circle — and the identity stretches across every flavour without losing its shape.

The identity has rolled out in-store and online; the material notes it as one of a wave of soft-drink rebrands alongside Pepsi and 7UP.