Ribena

JUICY GOODNESS

Untouched for nearly 15 years, this national treasure needed a new brand design to extend its appeal to a key new audience - young pre-family adults -
and establish a cohesive brand architecture
and identity across its ‘ready-to-drink’
cartons and squash portfolio.
Our task? To respect Ribena’s key brand equities and significantly enhance
its much-loved ‘Ribenary feeling’
and juiciness.

Untouched for nearly 15 years, this national treasure needed a new brand design to extend its appeal to a key new audience - young pre-family adults - and establish a cohesive brand architecture and identity across its ‘ready-to-drink’ cartons and squash portfolio.
Our task? To respect Ribena’s key brand equities and significantly enhance its much-loved ‘Ribenary feeling’ and juiciness.

To reinforce its juicy heritage we integrated a new droplet into the logo device and applied it consistently across the range. The pack connected instantly with consumers in research, demonstrating increased purchase intent.