Client
Suntory Group
Agency
BBH London
Period
2022
Redefining Ribena
Shifting from the conventional refreshment category to an irreverent, surreal, and joyful brand narrative.
Transitioning from being perceived as a conventional refreshment option to embodying a spirit of camaraderie, whimsy, and humor was the strategic pivot. This involved redefining Ribena's identity from a symbol of British heritage to a beacon of laughter and joy.
Recognizing that today's youth navigate life's hurdles with a blend of dry humor and surrealism, we seized upon this insight to shape Ribena's brand narrative.
Our approach centered on fostering a sense of shared experience, embracing self-deprecation, and infusing the brand with vibrant visuals and youthful illustrations. 'Chin Up' encourages us to find levity in life's amusing missteps, serving as a colorful companion throughout every stumble.
Between 2022 and 2023, I design directed the new identity, shaping the evolution of Ribena from a beloved staple to a contemporary culture.
Credits
Kieron Roe: Creative Director
Dom Moira: Creative Director
Isabella Bertolotti: Account Director
Sophie Harper: Designer
Josh Bailey: Motion Designer
Rob Flowers: Illustrator
The brand idea
From television ads to out-of-home displays and everything in between, we sought a vehicle that could convey humor while also enhancing the appeal of our products online and on the shelf.
Enter the three distinctive splashes from our logo. These three iconic splashes became the Fountain of Joy—an energetic, technicolor, and flavorful motif that permeates every aspect of our brand.
These fountain splashes are ubiquitous. They appear in our custom typeface, "Fruity Sans," within our illustrations, and throughout all below-the-line communications.
Illustrations
We recognized the importance of reaching multiple age groups with our communication. We aimed to strike a balance between wit and humor suitable for adults while remaining appropriate for younger audiences.
Inspired by popular teen and adult cartoons like "Rick & Morty," known for their tongue-in-cheek humor and cultural relevance, we sought to create a similar vibe.
Collaborating closely with illustrator and animator Rob Flowers, we relied on his expertise to bring this vision to fruition.
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