Plastic surgery for Ribena after 51 years

Ziggurat has completed a thorough overhaul of Ribena’s packaging, a project which has included new product development and a structural change for what has proved to be a stalwart of UK packaging design.

Ziggurat says that its new bottle design for Ribena’s 150m core product – the concentrate – will be “a classic”. Described as the first significant change in the brand’s 51-year history, the new bottle “has gentle, maternal curves”, says a consultancy spokesman.

And contrary to other brands’ recent dropping or minimising of royal connections, the Royal Warrant has “pride of place” on the new label designs.

Ribena’s variants – ready-to-drink cartons, Ribena Spring and Ribena Spark – have also had new packaging.

As part of the overall project, Ziggurat was asked by Ribena’s brand owner, SmithKline Beecham, to create a brand identity and packaging for Ribena Twist.

There are two flavours for what is Ribena’s entry into the 45m flavoured water market.

A spokesman for Ziggurat says the use of a shrink sleeve has allowed the consultancy to design ‘fresh dynamic’ graphics. The brand identity suggests the lightly sparkling nature of the product, adds the spokesman.

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