Known for its flavorful burst of refreshment, Mirinda is driven by a legacy of launching new and surprising fruity innovations. However in recent years, the brand determined it needed to drive greater awareness and distinction in the Carbonated Soft Drink (CSD) category. Mirinda needed a newly differentiated and updated point of view to stand out in the current market.
The Mirinda team focused on building a distinctive flavorful CSD brand that would tap into Gen-Z culture, unlocked by the insight that when it comes to creativity, no two people are the same. Everyone adds their own flavor to any context, and therefore everyone is unique. With a new anchoring big brand idea of "There is no flavour like your flavour," now Mirinda is blazing a fresh and transformational path, with digital disruption and design elevation at its core.
The Design Team approached this brand restage with the tastes of Gen-Z in mind. Creativity is cultural currency for this digital-first and hyper-visual generation, where memes, emojis, and remakes are worth a million words. We know the updated look and feel had to be more vibrant, authentic, creative and modern for Gen-Z to take notice.
So, the design journey began by developing a distinctive visual identity around the idea of "Making an M-pact," building the letter "M" as an iconic element and tying it to Gen-Z's own desire to leave a mark on the world. The new Mirinda visual identity system (VIS) taps into the accessible and democratic nature of Gen-Z expression, aiming to capture the blend of individual styles and creative differences in the world around us.
Now Mirinda visuals burst to life on-pack with bold, eye-catching colors, engaging shapes, and a sense of dynamic movement. Across flavors, the designs feature vibrant contrasting neons, twirling spheres, and fizzing bubbles, creating a sense of inherent energy. The team created unique fruit and graphic illustrations with a distinctly artistic feel that bring a modern twist to Mirinda and convey a flood of flavor.
Now with a fresh identity and bold distinctive assets with a relevant visual language, the Mirinda brand has purposefully aligned itself with the Gen-Z audience. Through crafting a creative identity that these consumers can identify with, Mirinda shares with them a sense of ownership. In a 2021 panel study conducted on the new Mirinda VIS, it scored outstandingly well with Gen-Z consumers. 88% said they "love it", 95% agreed it was a "brand fit", and 93% declared purchase intent. Sure to inspire more love for Mirinda, the updated VIS establishes a vast brand world that extends from packaging to point-of-sale, merchandising, and motion.