From:Packaging News

Orangina is reinventing itself in the UK market and undergoing a complete update including new visual design by BrandMe.

A global brand, with a sizeable fan base, Orangina is trying to create a brand new sector in the soft drinks category – ‘Special Any Day’.

Orangina’s new brand identity and bottle range were designed by BrandMe, who were also hired by LRS to form part of a multidisciplinary brand team, working on Orangina’s repositioning and format strategy.

BrandMe’s new graphic design brings to life Orangina’s new brand essence. The new-look communicates a vibrant personality, targeting Open Socials: 22+ years who are actively seeking out small pleasures to make every day feel a little different.

Kendrah Johnson, BrandMe’s design director, said: “The challenge was to reconcile this redefined personality and harness the unique visual equities of this timeless classic, which is also a globally established icon. It was a rare gift of a brand which had to be treated with both flare and care; flare to be true to the brand’s vibrant and magnetic personality and care because we were dealing with a global institution. We seldom come across a brand that has remained so visually consistent, so true to its origins, yet so creative over the course of an 80 year history”

Jamie Nascimento, Orangina marketing manager, Lucozade Ribena Suntory, said: “There is an inherent love for Orangina across the globe: it’s a true classic which has been around for years. It is currently worth £4.6m in the UK off-trade, which will accelerate rapidly as we unlock its untapped potential and transform it into an actively desired premium adult soft drink. Our new positioning and campaign package will announce we are back, propelling the iconicity of Orangina into a new emotional territory for the brand in the UK.”

The new 420ml PET bottles will be available from the end of May with both the standard and Light versions on offer.