Fanta’s clever new asymmetric bottle a world-first
Fanta is the UK’s favourite fruit-flavoured sparkling soft drink. And this year, the brand has been transformed – with a new look and logo and an industry-first bottle design across the whole Fanta range. Plus a new reduced-sugar recipe for Fanta Orange.
Almost two years in the making, the Fanta bottle is an eye-catching industry first – featuring a revolutionary spiral design, twisted to create a unique, eye-catching shape.
There is more pressure in a bottle that holds a carbonated beverage than there is in a car tire. Thus, symmetry in the design is incredibly important. If the bottle becomes even slightly off kilter, sections will pop out or deform—rendering the packaging useless.
Fanta and its parent company, Coca-Cola, found this out pretty quickly when the designers at London agency DrinkWorks proposed the cute idea of making a spiral bottle that would make the orange beverage look fresh squeezed.
This was back in 2012. Yes, it took five more years to get the bottle to store shelves.
“The process of designing a bottle like this is very, very restrictive,” says Gregory Bentley, packaging innovator at Coca-Cola Great Britain. “We have multimillion-pound bottling production lines to think about. You’re working within a pre-agreed tube shape—if you pull capacity from one point, you need to add it in to another.
“You can’t take it out, without adding it in elsewhere. And of course, with a carbonated drink, the bottle has to be symmetrical, or it’ll bend.”
“How people interact with a product is where we start a project,” says Leyton Hardwick, creative director at DrinkWorks, “We got young people in a room, gave them fruit, carving kits, plasticine, play-do, pens, paper, told them to just play—make a mess! Observing people do what comes naturally when they’re thinking of a drink and oranges like this was incredibly insightful.”
Fanta loved the spiral idea. “The reality from the start, was that we all knew which one we wanted. We all had the same favorite. The problem was, there were just so many layers of people who said it couldn’t work,” says Bentley.
Eventually they found a way to make the design work. The bottle is now sold in the UK, Italy, Poland, Malta, Serbia, Finland and Romania, with plans to expand production globally.
Read more about the making of the bottle here.
New reduced sugar recipe
To make sure Fanta Orange tastes as good as it looks, a new Fanta Orange recipe has been developed with a third less sugar compared to before. This builds on the 33% reduction from 2006 and brings the sugar content down to 4.6g per 100ml.
“As well as a new visual identity, we’ve been working hard to reduce the sugar without compromising on the taste,” says Aedamar Howlett, Marketing director of Coca-Cola Great Britain.
“We’re delighted to be launching this new look alongside a new recipe with a third less sugar than before – which consumers have told us tastes better than ever.”
The Coca-Cola Company first launched Fanta in Italy in 1955 quickly becoming a firm favourite around the world. The new logo was created using hand-cut paper and transformed into a digital design to depict movement and spontaneity.
With its straight lines and angled letters, the new logo has a bold energy which reflects the Fanta brand’s fruity, fun and vibrant nature. And it even contains a hidden smile.
Source: AdWeek. com; Coca-Cola
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