There’s no doubt many designers are welcoming the return of serifs. (Image credit: National Portrait Gallery) Robinsons has also unveiled a rebrand for its iconic squash products, taking a similar approach by focusing visually on the real fruit contained within the drinks to stand out to consumers, alongside a simplified logo and bright, bold colour palette.

By putting the ingredients front and centre of the design system, the branding stands out in a sea of competing products, and is attention grabbing whilst also adding a transparency that appeals in markets around the world. The new can designs are unapologetically bright, landing with a splash of vibrant colour and tapping into a dynamic design trend currently taking the packaging world by storm. While the orange has been dropped, the consistency achieved by retaining a very similar word mark goes a long way in maintaining consumer recognition of a much loved product. While Pepsi leans into its heritage with a bold retro visual update, Fanta has taken a huge leap forward in a move that sees its first consistent global brand roll out.

The drinks industry as a whole is getting a shake up in 2023 with major rebrands, most notably from Pepsi and Fanta. Food and drink brands are leaning into this packaging design trend that sees illustrated ingredients in punchy colour palettes taking centre stage.

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