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.