This brand redesign for Rubicon celebrates the exotic flavours of its diverse portfolio by freeing the Rubicon humming bird, a symbol of sweet attraction.

I joined the Rubicon team after the initial idea generation stage, where I developed the selected design idea that freed up the humming bird, creating a more joyful and bold logo identity. I developed the new logo so that it resembles the form of their existing humming bird, but with new larger fruity wings spanning across the centre of the pack for a more colourful and uplifting design. I created a brand architecture for three distinct ranges: ‘Still,’ ‘Sparkling,’ and ‘Spring’ by using typographic treatment that reflected the products within those ranges and locking them up with the kick of the R in Rubicon. I established a new fruity illustration style, that has a fresher and more natural feel helping the brand feel more authentic and relevant to contemporary consumers.

This project was designed at ©Springetts