Sales of Ribena had been in decline for a number of years, particularly due to the proliferation of choices in supermarkets. Action was needed to reverse this worrying trend.
We brought back brand emotion, capturing the playful spirit and carefree days of Ribena’s halcyon years of the 1930s. Bringing the Ribena brand story to life through visual storytelling was key – idealistic illustrations, fruit bursting with goodness and a playful brand language driven by the core proposition… ‘Reassuring mums and engaging kids – inside out healthiness and outside in happiness!’. This re-energised brand look and feel was then translated onto packaging…making the brand easier to see and the flavours easier to shop as well as making the brand speak to mums on outer packs and to kids on the singles, including little “did you know?” facts as playground currency!
The design has put Ribena back in front of customers minds in the juice category, particularly when looking for ‘lunch box’ options for school…happy kids, happy mums…and a happy client, as the positivity of trade response to the new design gave the brand the shelf presence it deserves!