Mirinda's New Visual Identity Was Crafted for Gen Z
Laura McQuarrie — May 19, 2023 — Marketing
References: itsnicethat
Mirinda, the soft drink brand originally created in Spain in the 50s, has been distributed around the world by PepsiCo since 1970, and now, it's sporting a fresh new look to catch the eyes of Gen Z consumers. The bold and flavorful visual identity was based on the theme of "there's no flavor like your flavor" and it incorporates brighter colors, sharper corners and cleaner lines. The updates to the newly reenergized and playful brand were extensive, as each of the brand's 50 flavors received a separate palette and their own contrasting colors.
These new sodas specifically speak to the vibrancy of a generation of young creatives, and splashy new imagery conveys the essence of the brand's many varieties of soda like Green Apple, Orange and Pineapple.
These new sodas specifically speak to the vibrancy of a generation of young creatives, and splashy new imagery conveys the essence of the brand's many varieties of soda like Green Apple, Orange and Pineapple.
Trend Themes
1. Personalized Sodas - The separate palettes for each of the brand's 50 flavors suggest a potential trend towards customizable sodas to cater to individual tastes.
2. Gen Z-targeted Branding - Mirinda's bold and playful new look indicates a trend towards brands specifically targeting the younger demographic through innovative and fresh visual identities.
3. Vibrant Flavors - The focus on bright colors and bold flavors could inspire a trend towards more adventurous and unique soda flavors that appeal to the Gen Z consumer's love of all things colorful and exciting.
Industry Implications
1. Beverage Industry - With a fresh new take on a classic brand, there may be opportunities for innovation and growth within the beverage industry by targeting younger consumers who want more personalized and vibrant choices.
2. Marketing and Advertising Industry - The success of Mirinda's rebranding campaign presents an opportunity for marketing and advertising agencies to create similar strategies for brands that want to appeal to the Gen Z demographic.
3. Design Industry - The extensive updates to Mirinda's branding offer opportunities for the design industry to create eye-catching and playful visual identities for other brands looking to stand out.
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