Refreshment for Coca-Cola brand

Brewer Riddiford has refreshed Coca-Cola’s fruit juice brand Five Alive to appeal to the family market. A range of three product variants goes on shelf from this week.

Packaging has been revamped, with greater emphasis given to the five different fruit ingredients, and the consultancy also helped to name the product flavours – Tropical Hit, Berry Blast and Citrus Burst.

According to a Coca-Cola spokeswoman, Five Alive is ‘a stalwart favourite that needed refreshing’.

Brewer Riddiford managing partner George Riddiford says, ‘The issue was to extend the brand to generate more family usage. It had become more of a kids’ brand. The design had to be jolly and lively on the one hand, while avoiding the stereotype of conventional juice drink packaging – which can look quite young – on the other.’

The brief demanded an upbeat and accessible tone, without looking too worthy or adult.

The identity now carries a central ‘5’, drawn as a numeral to make it ‘clearer and more dominant’, he adds.

The colour system is intended to be bright without looking artificial. Communicating the nutritional integrity of the product’s new formula was a key requirement of the brief, Riddiford says.

White backgrounds have been used to signal ‘refreshment and sophistication’, he says, in order to ‘escape the garish, over-saturated colours typical of the sector’.

The consultancy was appointed after a two-way paid pitch in April. Brewer Riddiford creative director John Wynne and designer Kendrah Hawley worked on the project.