Seymourpowell has designed new branding and packaging for famend British drinks model Ribena. A collaboration that has been in operation for the previous two years, Seymourpowell and Ribena have labored intently to determine how the model may cement its future place inside a aggressive drinks market.
To tell the path of journey, Seymourpowell’s in-house foresight staff of design strategists performed deep ethnographic analysis into the notion of the model amongst its present and desired client base. When the analysis demonstrated that Ribena’s core ranges have been in want of modernization, a portfolio technique was developed to ship better model stretch throughout a broader vary of events and customers.
The collaboration has resulted in a 2D and structural redesign for the flagship Ribena Prepared To Drink bottle (RTD), in addition to 2D redesigns for Ribena’s Core Squash, No Added Sugar (NAS), and Botanical Fruit Cordial.
Seymourpowell’s redesign of the RTD product additionally enhanced the bottle’s sustainability properties by decreasing the scale of the shrink sleeve, that means the bottle can now be recycled with the cap and sleeve on making it simpler to recycle confidently. Sustainable messages have additionally been laced all through the pack; the inexperienced leaf mark calls out the bottle’s sustainable properties, while the embossed ‘recycle me’ message on the bottle’s neck serves as a name to motion to customers. The ensuing redesign makes Ribena the biggest model in its class to make use of bottles which are each totally recyclable and created from 100% recycled plastic.
“This venture with Ribena has drawn on each aspect of our experience at Seymourpowell, from product and packaging design to foresight and model technique,” commented Adrian Caroen, CEO of Seymourpowell. “It has been a two-year journey of exploration and discovery, leading to a re-energised portfolio of merchandise developed to drive the model ahead and place it forward of rivals for years to come back. We’re thrilled with the end result, and immensely proud to have been a part of this journey with one in every of Britain’s most iconic drinks manufacturers.”