Over the last 75 years Ribena has grown to be loved the world over. Sold in 4 continents in multiple flavours and formats the brand has become an icon in the soft drinks category. Over the course of its life, due to a lack of clarity around the proposition, the identity and pack designs began to diverge. Inconsistencies between markets and ranges led to a visually fragmented portfolio. Ribena needed a distinctive & cohesive brand symbol to help shoppers find the brand they love!
Cowan has created a brand identity and range design for Ribena that allows for greater unification and equity transfer across its portfolio and will help accelerate the brand's global growth ambitions. Ribena’s new identity brings its product story to life in an engaging and impactful way on pack that is delightfully simple to shop.
The trade reaction to the new pack designs launched exclusively in SE Asia this Summer has been very positive indeed.