Miranda
just
got its Smile Back
Mirinda has always been one of the loudest brands on the shelf. Bright colours, bold flavours and a very clear personality. But over time, that distinctiveness started to blur. This rebrand brings it back, in a way that feels both familiar and updated.
The new identity goes back to Mirinda’s core like fruit, fun, and high energy. Instead of adding more elements, the design simplifies things. Fruits are now turned into clean, bold icons. Each flavour gets its own strong colour, making it easier to recognise instantly. Alongside this, a custom typeface called “Burst” adds a sharp, expressive feel to the logo and packaging.
One of the most interesting details is the hidden smile. A subtle semi-circle runs through the system, tying everything together. It’s simple, but it reinforces the idea of joy without needing to say it out loud. Most beverage rebrands today either go minimal or overly premium. Mirinda takes a different route.
It leans into its past, especially cues from the ‘60s to ‘90s, but translates them into a cleaner, more structured system. The result is a design that still feels loud, but more controlled and easier to scale across formats. It also improves shelf visibility. Strong colours, clear icons and a distinct typeface make the product easier to spot, especially in a crowded soft drink category.
What ZT Thinks?
This is a strong example of understanding that a rebrand does not always need to erase the past. Mirinda kept its core energy intact while making the identity sharper and more current. The smile detail works especially well because it adds character without making the design feel overdone. From a branding perspective, it balances fun, recall value and modern clarity in a way that feels fresh while still staying familiar.
The Mirinda rebrand brings back its core identity in a clearer, more structured way. It feels more confident, visible and consistent. And in a category where everything fights for attention, that clarity makes a real difference.
Image Credits: @pepsico_design
