Fanta Fest is a music festival held in Turkey and is considered one of the most popular and beloved festivals in the country. Taking place during the summer, this is an event young people make sure not to miss out. Over the years, a variety of experiences have grown within the festival, which now has become much more than a set of concerts.

To ensure the on-going evolution of its value proposition, a new visual system was needed to allow it to expand consistently by keeping the essence of the brand alive. Thus, for its 2023 edition Fanta needed a flexible but consistent global identity language that is adaptable over time and across all types of media. 

Total Budget for this project was 112 500 USD.

The Project Scale is Branding, Illustrations and Toolkit.

Fanta Fest is all about painting the grey in our lives and enjoying every second to the fullest. Because life is about new sensations, fun vibrations and unleashing creativity. Even more so during the summer, when we let our worries go and bring in all the positive energy of the sun, the music and our friends.

The design had to showcase this mood through an iconic concept that represented the festival’s visual universe and generated a genuine connection with its young audience. To do so, we explored the idea of ‘Flavour Explosion’. An invitation through the immense depths of colours and flavours. Fantasy, tastiness, intensity and vibrancy. We expanded the storytelling of fun and excitement, so we could taste colours, and see flavours.

From stage designs to social media posts and packaging, the visuals speak the language of excitement while staying true to the Fanta brand. Elements like the logo, bottle icon, and color palette ensure Fanta's recognition across all platforms. With a flexible secondary palette, the new visual identity infused the festival with a unique personality, reflecting the youthful energy of the attendees.

Original artist illustrations have been designed to create unique and impactful celebrity posters. With a timeless style built on flat colours, consistent with Fanta’s visual identity, versatility is achieved through chromatic variations in the artist’s strokes and clothing, which can alter depending on the environment in which the posters are placed.

This results in an overall modular visual system that is easily adaptable to multiple touch points and that can be developed and activated continuously to meet emerging needs and communication goals.

310K ​Fest Attendance​ (+12% vs Past year)

640k Promo unique users (+25% vs Past year)

Social media :

+8k publications

+13% followers

+5.6M Organic reach in 10 cities in just 22 days

+228M organic views of #Fantafest on TikTok

5.5% organic engagement rate

1st Augmented Reality Portal in Turkey (non-festival cities activation via app)