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Redesign for juice in cans, bottles

Launched in the mid-80s, Rio set out to offer a natural alternative to fizzy, fruitless soft drinks; in an era of flamboyance and flair, its iconic name captured both the exoticism of its tropical taste and the intrigue of another world at a time where global travel was largely the preserve of the rich and famous.

The redesign is all about 'Celebrating the Sunny.'
The redesign is all about "Celebrating the Sunny."

However, with a visual identity based in the era in which it was conceived, Rio’s look and feel was in danger of becoming dated and kitsch. In the face of evolving consumer tastes, Rio turned to Pearlfisher to dial up its emotional connection with customers and reinvent its desirability.

Pearlfisher Futures conducted a significant piece of market research to uncover consumer contexts, perceptions, motivations and occasions defining Rio’s consumption in the marketplace, which formed the foundation from which Pearlfisher Strategy could define a new direction for the brand. Yael Alaton, Strategy Director at Pearlfisher, said of the strategic approach: “In considering the role that Rio plays in the life of its consumer — a younger, down-to-earth demographic with a balanced approach to health — we identified an opportunity for Rio to own a ‘feel-good moment’ and defined a set of brand principles inspired by a central strategic vision: ‘Celebrating the Sunny’.”

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