The challenge:
Working alongside the team at Elmwood UK, I crafted a tasty update to the Ribena wordmark. The challenge was to update the lettering by establishing the mark on a baseline and bringing in a few more flavourful cues into the letterforms.
This formed part of a major campaign called "There’s No Taste Like Home," which seeks to reconnect with British families and rediscover their heritage.
A £7 million large-scale marketing campaign will launch across major media platforms and in-store activations from July to September 2025.
My work is a small but critical part of the new look for Ribena, which surely will bring a big business impact for them as they redefine themselves.
All images and videos courtesy of Ribena and Elmwood UK.
The letter 'a was a new creation, while the letter e' brought in some flavour cues. The relationship between the 'R' and the 'i was an important one. The weighing and smoothness of the letterforms were reworked, as well as many other small tweaks.
Natalie Fear, the staff writer from Creative Bloq, says this:
" At the centre of the new look is the brand's revamped wordmark, refined with the help of typographer Luke Ritchie. The straight baseline paired with the brand's signature red creates a sense of "pride and trustworthiness", while its brighter, larger presence on the packaging makes the brand's signature heritage asset the star of the show.
In addition, the new letterforms have a plumper, juicier appeal, creating a sense of fun thanks to their "playful flicks and fluid terminals". The new " juicy droplet" icon, paired with flourishes of gold, gives the brand a sense of indulgence and taste, while the use of real fruit imagery reinforces Ribena's focus on freshness. "
Ribena
Agency: Elmwood
Client: Ribena
Logotype Development
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