Agency: Periscope - Italy.

Client: The Coca-Cola Company.

Main objective: To analyse new designs of the Fanta bottle in order to create the one, better able to convey a new brand positioning.

Methodology: Semiotics of Design.

Performance: A new fresh packaging for a more grown-up consumer; not just for kids.

Semiotics is important for designers as it allows them to understand the relationships between signs, what they stand for and the people who must interpret them — the people designers create for.

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