RIBENA restage
For over 75 years, Ribena has been loved for its iconic blackcurrant taste. But in an increasingly cluttered beverage market, the brand risked fading into nostalgia—seen as “for kids” and lacking relevance for young adults. To reignite desire, Ribena refreshed its positioning: RTD as “a sip of the weekend” and cordials as “that family time feeling.”
Client
Suntory
Region
Singapore
Malaysia
Scope
Pack Design
The new design leaned into lifestyle cues to capture the relaxed, uplifting spirit of the weekend. The signature berries remained hero, but were lifted skyward by a reimagined logo-as-hot-air-balloon against a vibrant light-blue sky. This new brand cue modernised Ribena’s purple heritage while injecting freshness, lightness, and emotional resonance—making Ribena feel as joyful, contemporary, and crave-worthy as its taste.