Mirinda's Vibrant Rebrand Captivates Gen-Z Consumers

PepsiCo's Design Team Unveils Refreshed Packaging for Mirinda

The tastes and preferences of Gen-Z have become a driving force in the beverage industry, pushing brands to innovate and adapt. PepsiCo's recent overhaul of Mirinda's packaging is a direct response to this demographic's craving for authenticity and creativity. The redesign aims to resonate with a generation that communicates through visuals, where the currency of creativity is measured in the virality of memes and emojis.

Mirinda's new look is not just about aesthetic appeal; it's a strategic move to carve out a unique identity in the saturated Carbonated Soft Drink (CSD) market. The brand, known for its fruity zest and innovation, recognized the need for a distinctive point of view to capture attention and remain relevant. This refresh is a testament to Mirinda's commitment to staying at the forefront of consumer trends and market dynamics.

The reimagined packaging of Mirinda stands out with its vibrant colors and modern design elements, reflecting the energy and boldness of the brand. This new design language speaks directly to the Gen-Z audience, a group that values originality and visual storytelling. The design team at PepsiCo has successfully merged tradition with trend, ensuring that Mirinda retains its legacy while appealing to the sensibilities of the new generation.

Such innovation has not gone unnoticed in the design world. The Mirinda Global Refresh project has been honored with the prestigious Iron A' Packaging Design Award in 2024. This accolade is a nod to the design's practicality, innovation, and adherence to industry best practices. It celebrates creations that not only meet professional standards but also evoke positive emotions and contribute to a better, more design-conscious world.

The award-winning packaging is expected to not only increase brand awareness and distinction but also to create a deeper connection with consumers who see their values reflected in the brands they choose. PepsiCo's strategic approach to design demonstrates how visual elements can be powerfully leveraged to engage with an audience that is as discerning as it is influential.