Mirinda Global Redesign

Established in Spain in 1958, and acquired by PepsiCo in 1970, Mirinda is a powerhouse in the flavoured CSD category. However, it has recently faced challenges from new competition, new regulation, and new categories such as Energy. To keep Mirinda relevant and performing well, in 2022 we undertook a global redesign of the visual identity.

We gave the brand a major overhaul: reimagining legacy assets and creating new ones to create a world of vibrancy and flavour. Contrasting colours, fruit depictions, dynamic composition and type setting all combine to give Mirinda renewed energy and appeal to the Gen Z consumer.

Despite the complexity of a portfolio that stretches across flavours, languages, and hundreds of SKUs, we were able to build a logic and a visual architecture that is flexible yet can be executed with the greatest consistency across packaging, POS, digital, and OOH.

I led the team that developed the strategy, creative development, and execution of the redesign that has won seven global design awards.