Agency: Periscope - Italy.

Client: The Coca-Cola Company.

Context: A global project for The Coca-Cola Company explored new bottle designs for Fanta, with the objective of rethinking its visual identity.

Tension: Fanta’s visual language was strongly anchored in a playful, child-oriented universe.

While distinctive, this positioning risked limiting the brand’s relevance in a context where adult consumers were increasingly open to expressive and emotionally engaging brands.

Insight: The analysis revealed that the issue was not playfulness itself, but how it was expressed.

Fanta’s design relied on exaggerated and childlike visual codes, leaving little room for more mature and nuanced interpretations of play.

Implication: This opened a strategic direction: not to abandon playfulness, but to evolve it.

From a purely child-oriented expression towards a more refined, contemporary and expressive visual language, capable of engaging a broader audience.

Impact: The insights informed the development of a new bottle design, contributing to a fresher and more adult-oriented look and feel.