Agency: Periscope - Italy.

Client: The Coca-Cola Company.

The Challenge: To analyse new designs of the Fanta bottle in order to develop a new look&feel, re-imagining the Fanta global visual identity.

Methodology: Semiotics of Design.

Performance: A new fresh bottle for a more adult consumer, going beyond the target group 'children'.

 

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.