“I grade brands” is my response to most people when they ask me what I am studying. Generating a brand report card based on Kellar parameters (Kellar, 2000) is not only the most thorough but also effective way to assess a brand’s health. Once the brand was finalised and I had a rough idea of the direction of brand rejuvenation based on an in-class activity (Image 2.1), I set out to decide what aspects of the brand I would retain and which I could change.
Img. 2.1: In-class activity for brand evaluation
Source: Author's work
In the case of Ribena, they have decided to take a heritage position as the brand’s future (Fleming, 2019), and it is clear only in some marketing communications. The brand retains “EST. 1938” in its logo, this helps the brand in establishing a history. Check out the logo evolution of Ribena in image 2.2. However, their website paints an entirely different picture, refer to image 2.3. It is colourful and playful, which isn’t aligned with its stance on heritage.
Img. 2.2: Ribena Logo Evolution
Source: Logopedia, 2023
Img. 2.3: Home page of Ribena’s website
Source: Ribena, 2023
Furthermore, the packing of Ribena is relatively plain and unattractive for a kid's beverage. Image 2.5 shows the current packaging of Ribena juices. Also, Ribena has fewer packing options compared to its counterparts. Image 2.4 shows a unique smaller version of its major competitor, Robinsons.
Image 2.4: Ribena juice boxes on the shelves of Waitrose
Source: Author’s work
Img. 2.5: Robinsons on the shelves of Waitrose
Source: Author’s work
In the world of brand strategies, a brand gap occurs when there is inconsistency in the brand’s strategy and creativity (Neumeier, 2005), which is exactly what happened with Ribena. The inconsistency in their website design, packing, and mixed messages have created a brand gap.
Now that I have identified the exact source of the problem, I set out to change aspects of the brand that needed to be updated and retained the ones that were fundamental to Ribena. This process was brought about by making a brand report card. Overall Ribena scored well but it could improve upon various aspects, refer to image 2.6 for the entire report card.
Img. 2.6: Ribena’s brand report card
Source: Author’s work
First things first, the logo was in dire need of a facelift. A mood board helped in sparking that initial design inspiration, image 2.7 was the very first version of the mood board. Which was an epic disaster, because it only revolved around the iconic purple colour of Ribena.
Img. 2.7: Ribena’s initial mood board
Source: Author’s work
Using the design thinking model, the first prototype of the mood board was created, which failed miserably and so I began the process all over again. It took me several iterations until I was satisfied with the graphics. Ultimately, the final mood board (image 2.8) was born and I was ready to get cracking on creating a logo, which as it turns out took longer than I expected...
