Creative Director: Charlotte Elder
Project Type: Produced
Client: Suntory Beverage and Food GB&I
Product Launch Location: Europe
Packaging Contents: Carbonated Soft Drink
Packaging Substrate / Materials: Plastic Bottle
Ribena is entering the carbonated soft drinks segment with the launch of its new Sparkling range innovation with the packaging designed by BrandMe.
Ribena Sparkling launches in Blackcurrant and Raspberry variants and has been developed to attract new consumers to the Ribena brand. The introduction of a range of formats across the Ribena Sparkling drinks addresses the increasing number of occasions when shoppers are looking for carbonated soft drinks. Building on the brand’s natural cues, the new range is sparkling, making it a refreshing and tasty treat.
“With Ribena’s move into a new segment it was important that the core assets showed up in a way that is true to the brand, whilst dialling up category cues. BrandMe have done a fantastic job, working on the pack design to ensure it heroes our brand assets. Ribena Sparkling feels part of our Ribena brand family but also distinctive and lands important cues such as taste and refreshment. Ribena Sparkling is the perfect drink to bring some excitement to the carbonated soft drinks segment” says Charlotte Flook, Head of Brand, Ribena, at Suntory Beverage & Food GB&I.
BrandMe used core Ribena as the springboard for the new range design to ensure its look and feel carries the quality and values of the brand that consumers trust and love. BrandMe also had to take into consideration Ribena and Suntory’s sustainability policy to ensure PET bottle to bottle recyclability with a greater transparency area in the label for 100% recyclability. Ribena Sparkling is full of natural fruity flavour, with a sparkling twist.
Charlotte Elder, Associate Creative Director at BrandMe says: “Ribena is a true national treasure, so it was important to ensure continuity with the heritage and confidence of the brand. Our aim was to capture the new drink’s essence while respecting the brand’s core equity. In order to do this, we needed the bubble imagery to feel light and natural whilst being an integral part of the design. On Ribena Sparkling the bubbles work their way around the pack to pull the range apart from the core drinks. The iconic logo is still heroed, the Sparkling sub-brand supports the Masterbrand identity, and adds its own personality to the new line.”