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U.K’s Ribena Blackcurrant Beverage Flowers

Modern new packaging for four of Ribena’s beverage lines cements the brand’s future within the competitive and dynamic beverage category, while retaining its iconic identity.

The new design for the Ready to Drink line evokes the idea of cut glass, adding greater elegance to the product and broadening its appeal to new audiences.
The new design for the Ready to Drink line evokes the idea of cut glass, adding greater elegance to the product and broadening its appeal to new audiences.

Iconic British beverage brand Ribena from Suntory Beverage And Food GB&I has undergone a substantial packaging renovation across four of the lines in its product portfolio. With a history reaching back to 1938, Ribena is the U.K.’s number-one juice drink. Known for its rich and fruity flavor, the beverage is made with British-grown blackcurrants and accounts for 90% of Britain’s blackcurrant crop.

Over the course of two years, Ribena worked closely with London-based design and innovation company Seymourpowell to create a new package design that would cement the brand’s future position within the competitive and dynamic beverage category, while retaining the identity consumers know and love. Ribena also wanted to boost its existing sustainability credentials, building on the fact that its bottles have been made from recycled PET for more than 13 years. 

Ribena Ready to Drink BEFORE (l.) and AFTER the redesign.Ribena Ready to Drink BEFORE (l.) and AFTER the redesign.To inform the direction of the redesign, Seymourpowell conducted ethnographic research into the perception of the brand among its existing and desired consumer base. When the research demonstrated that Ribena’s core ranges were in need of modernization, the firm developed a portfolio strategy to deliver greater brand stretch across a broader range of occasions and consumers.


See: Tampico Graphics Get Some Punch with Redesign


Using this strategy, Seymourpowell redesigned the graphics and structure for Ribena’s Ready to Drink line to appeal to an ever more sophisticated market and audience, while maintaining heritage elements. The new design evokes the idea of cut glass, adding greater elegance to the product and broadening its appeal to new audiences. Natural cues were enhanced to promote the fruity taste of the juice by introducing illustrations of fruit nestled around the Ribena brand mark, while a transparent, compact label reveals the beautiful color of the beverage. Ribena’s heritage identity was amplified in the redesign, with the company’s “Estd. 1938” message elevated to the top of the brand mark to provide a quality seal.

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