New Tool: ProSource
Check out our packaging and processing solutions finder, ProSource.

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’.”

Poppy Stedman, Design Director at Pearlfisher, said of the final designs, “Inspired by the inherent sense of happiness that Brazil, its people and its culture exude, Rio’s new identity is bright, vibrant and uplifting. To communicate Rio as a ray of ‘sunshine in a can’, we turned the ‘O’ in ‘Rio’ into a sun around which luscious fruits grow and developed a visual language that comes to life across murals, packaging, website, and printed and campaign collateral. By unlocking Rio’s latent equities, we’ve harnessed the charisma and positivity that sits at its heart to establish a more aspirational relationship with customers.”

Rio Brand Manager Danielle Obbard, says of the redesign, “Pearlfisher’s designs champion the quality of Rio’s ingredients of real fruit and lightly sparkling spring water while celebrating the unique vibrancy of its taste and embodying our brand belief of Celebrating the Sunny. The rebrand will allow us to carve out an ownable, distinctive space in a rapidly evolving category.”

New ebook focused on cartoning equipment
Read about the various types of cartoning equipment, how to select the right one, and common pitfalls to avoid. Plus, read equipment advice from CPGs for ultimate cartoning success.
Read More
New ebook focused on cartoning equipment
How AI is reshaping CPG manufacturing operations
Today’s CPG companies are faced with mounting challenges in their manufacturing operations. You have the data that could help you, but can you turn that data into knowledge? See how artificial intelligence can help. Learn what’s working for Pfizer, Post, and Smithfield.
Read More
How AI is reshaping CPG manufacturing operations