Squash is a hugely saturated market. Robinsons needed a new brand identity that not only expressed superiority over its competitors but also simplified its over-complicated range.
After agreeing the positioning we identified a product truth to stand apart from own-label – Real Fruit In Every Drop. This was then used to clarify the range architecture, giving each sub-range its role through its taste experience.
Our new designs heroed mouth-watering fruit, with an added leaf to the iconic eyebrow marque to reinforce the positioning. Clean and simple, the fresh identity deliciously comes to life across all touchpoints, from pack to comms.
Robinsons’ re-established themselves as British families’ favourite squash.