Mirinda awakens smiles, global rebrand bursting with new flavors
Mirinda adds more charm to its global brand identity with a smile.
The new “Smile More” platform aims to change how the beverage is presented to a younger audience. PepsiCo’s refresh focuses on a brighter, more expressive visual system that draws on spontaneity and everyday positive moments.
The redesigned, more energetic logo builds on Mirinda’s previous identity, but enhances the overall image. The typography appears more dynamic, combined with rich colors and high contrast to make each flavor stand out more clearly. This creates a consistent image across markets without sacrificing the brand’s inherent playfulness.
On the packaging and digital assets, fruit-inspired graphics, circular shapes and bubble-like elements create a sense of movement, while semi-circular motifs subtly echo the shape of a smile. These elements combine the product’s flavor profile with a more cohesive visual language, conveying flavor through design.
The update also reflects an overall direction at PepsiCo, where several brands are refining their identities to better meet the needs of a younger, more digitally engaged audience.
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