Ribena has unveiled a refreshed brand identity, with a new look designed by creative agency Elmwood.
The redesign, created in collaboration with typographer Luke Ritchie, replaces the original blackcurrant-hued wordmark with a bolder red logo and simplifies the curvature of the old lettering into a cleaner, straight baseline.
The letterforms have been reworked to appear “plumper and juicier”, building on the brand’s fruit-forward image.
“Our goal was that of ‘familiar difference’,” said Elmwood creative director Charlotte Distefano.
“People love the taste of Ribena but weren’t noticing it in store,” she told Dezeen. “We needed the new design to be instantly recognisable as Ribena, whilst dialling up brand standout and creating a consistent look and feel.”
Key heritage elements – including Ribena’s blackcurrants – remain on pack, although they are now positioned in the background.
A new “juicy droplet icon” has been added beneath the fruit, accompanied by a vibrant purple backdrop and gold accents that enhance the brand’s visual appeal.
According to Elmwood, the updated packaging performed well in trials, improving measures across purchase intent, recall, and perceived taste, while still being easily identified as Ribena.
Established in 1938, Ribena is now owned by Suntory Beverage & Food GB&I.
