Mirinda global restage
Mirinda had a bold ambition: become impossible to ignore
Making Flavour
Impossible to Ignore
Mirinda has always been about flavour and unapologetic fun. But in a crowded soda category, the brand lost clarity at shelf, relying too much on colour and logo while flavour became less immediate.
The Shift
By looking to its past to shape its future, we went back to 1959 and revisited visual codes from the 60s, 70s, 80s and 90s, reconnecting with a spirit that has always been playful, expressive, and full of life. We moved from a brand-led identity to a system of expression, where flavour becomes the most distinctive and immediate element. Flavour should be seen, not just read. Mirinda is a flavour that smiles.
Design Approach
Flavours are translated into bold, expressive shapes. Oversized fruit, built from simple semi-circular forms, creates a distinctive and ownable visual structure. The system feels playful and tactile, designed to spark curiosity and invite interaction, with the kind of immediate appeal of an object you want to pick up. It delivers strong, clear flavour cues, with a subtle sense of nostalgia, reinterpreted for today.
Mirinda Finds Its Voice
Mirinda Burst is not just a typeface, it’s how the brand is recognised. Original, distinctive, and full of character, it creates a strong visual connection, something you can spot instantly. Working in harmony with the fruit shapes, it brings consistency to the system and reinforces Mirinda’s identity across every touchpoint.
The Outcome
The new identity works faster, and invites interaction. It brings flavour to the centre, making Mirinda more intuitive, distinctive, and competitive across markets. A flavour that smiles. So Sip a Mirinda, And Smile Pls.