Over the years lemonade has become a cheap commodity and is now a product category with increasingly squeezed margins. Research unearthed that the brand had lost its way and over the years had forgotten about its rich history, resulting in a consistent decline in sales.
We decided to step back in time, creating an identity that encapsulated the brand’s passion and pride for making quality drinks as well as communicating their heritage with a playful British twist. Using the classic penny-farthing icon to illustrate the fruit flavour, was the perfect witty nod to their humble Victorian beginnings.
After a tough couple of decades R Whites has a spring in its step and was re-launched with the full might of Britvic behind it. The media campaign completely centered around the new brand identity.