Are you ready for the final reveal? Let me introduce the new branding guidelines for Ribena...
The new brand book is made in a scrapbook style as the design is centred around kids. The brand is designed for kids but targeted at parents, for the very obvious reason of buying power. Inspired by my childhood activities, I wanted something that would reflect “a brand for kids” throughout. Even if someone with no knowledge of branding or even the brand name picks up the brand book, they should at least know who the intended audience is. I added spirals around each page to mimic a diary and even added a page turn in the bottom left corner. Stars around the titles and tapes around the images give a scrapbook-like feel with colourful stickers all around. The typeface that can be seen in titles and body text has been deliberately chosen to imitate a child's handwriting. Amongst the entire book, the pages that I had the most fun designing were the brand colours and imagery page. The brand colours are in the form of paint swipes with uneven edges. Imagery is clippings of brand associations it seeks to encourage and the general tone of voice for the brand (Image 4.1).
Image 4.1 Brand colours page and imagery from the new branding guide
Source: Author's work
The new and fresh face of Ribena is consistent throughout, right from its logo to its marketing communications. The guide contains all the relevant information a designer would require. It mentions the exact hex code of the brand colours and even a few sample slogans for campaigns. It also mentions a set of “Don’t’s” that outline unacceptable changes (Image 4.2). Even a minor change such as the shade of the leaf in the logo can affect brand recognition. A personal triumph for me is that I can now safely say I am a proficient user of Photopea. I could even pass off as a half-decent designer. We learned how to do mockups in class and it was such a challenging yet rewarding experience. I went ahead and made more mockups than initially planned. Although the packaging is not as colourful and vibrant as I wanted it to be, I am pleased with the prototype (Image 4.3). Also, the social media feed on Instagram follows a particular colour-coded system to spark a coherent feeling. The task of maintaining a perfectly coordinated grid on Instagram is tough but worth all the effort (Image 4.4).
Image 4.2 Ribena's Dont's pages from the branding guide
Source: Author's work
Image 4.3 Ribena's carton (250 ml) and sparkling can mockups
Source: Author's work
Image 4.4 Ribena's Instagram feed mockup
Source: Author's work
Image 4.5 Ribena's out-of-house media mockup
Source: Author's work
This concludes the transformation of Ribena. To view the entire Branding Guide click the button below. Thank you for taking the time to read through and I hope it was enjoyable! Until next time…
