Mirinda Just Added Color to Your Drinks Rotation
If your drinks rotation has been feeling a little too minimalist lately, Mirinda is here to put an emphatic end to it. The PepsiCo-owned giant has just unveiled a refreshed identity crystallized by the global platform Smile Please which lands in tandem.
Smile Please is a direct response to the greyification of the lifestyle space. While brands across the industry flatten everything from our workout gear to modular homeware and even food & drinks, Mirinda is saying no to the streamlined, the desaturated, the tasteful neutrals. It reminds us that design is allowed to be loud, and more importantly, that the things we use every day should be fun.
Developed in-house by the PepsiCo Design and Innovation team, the new look is a masterclass in high-contrast saturation. We’re talking bold typography and oversized graphics. It’s punchy, graphic, and unapologetic—a sharp departure from the quiet luxury fatigue that dominates the lifestyle space.
“Mirinda has always been about original self-expression, and we are now channeling that spirit into a global movement” notes Eugene Willemsen, CEO of International Beverages at PepsiCo, “Our new visual identity and 'Smile Please' platform invite the next generation to pause, refresh, and choose to smile.”
To cement the rollout, Mirinda is launching the Smile Chain, an influencer-led digital movement designed to turn a single moment of positivity into a viral loop.
In an era where many brands are playing it safe under the guise of tasteful minimalism, Mirinda is choosing to go full-tilt on color. The outcome? Your fridge just got a significant aesthetic upgrade.
