I am in love with Mirinda’s new color scheme By Rosie Hilder printed 11 Could 23 Branding However the remainder of the identification is underwhelming.

One other day, one other comfortable drinks rebrand. This time it is PepsiCo’s Mirinda that has a brand new look. Its vibrant color palettes have positively drawn me in, however general I am feeling underwhelmed by this specific rebrand. Maybe it is as a result of I’ve no actual affinity with Mirinda as a model, or perhaps it is simply because we have already seen new identities for 7UP, Fanta and Minute Maid in the previous few months. Or maybe it is as a result of the refresh would not really feel prefer it’s doing something, properly, recent.

The brand new look focuses across the ‘M’ – with the brand new slogan ‘Making an M-pact’, which was apparently designed to “ignite creativity”. The Mirinda emblem is now brighter inexperienced, with sharper corners and cleaner traces. The dot on the ‘i’, which I assume represents the leaf of a chunk of fruit, is now on the primary dot reasonably than the second, which works properly on the can, because it attracts the attention into the ‘M’ behind the brand. That is all looks as if a smart transfer, however I can not say it is precisely inspiring creativity. 

The color palettes are positively extra interesting, with completely different palettes for over 50 flavours (who knew there have been so many?), “which offer a burst of refreshment, whereas twirling spheres, fizzing bubbles and zesty fruit illustrations convey a way of playfulness and vitality all through”. I significantly just like the pink grapefruit and watermelon flavours.

“Mirinda’s 50+ flavours are a deal with for the senses, and we needed the model’s visible identification to feel and appear the identical,” says Mauro Porcini, SVP and chief design officer of PepsiCo. “PepsiCo Design and Innovation introduced Mirinda to life with vibrant, contrasting colors and bespoke illustrations that create a way of dynamic vitality and playfulness. We all know Mirinda followers interact with the model digitally as a lot as they do bodily, so we created a visible identification that retains its pleasure and distinction throughout all platforms.”

In case it wasn’t clear, that is all designed to attraction to Gen Z, and in comparison with the outdated branding, it’s extra interesting. I simply cannot say it is interesting sufficient to get me actually excited. Is that this as a result of I am a millennial and subsequently too outdated for it? 

Or maybe I’ve simply seen one comfortable drink rebrand too lots of late. What’s subsequent, do we expect? Coca-Cola? Most likely not. Lipton Ice Tea? Possibly. Vimto or Dr Pepper? Maybe. Place your bets now. And within the meantime, try our information to find out how to design a emblem when you’re creating your personal branding.

Have you ever created some beautiful branding this 12 months? Enter the Model Impression Awards (opens in new tab) in the present day.