Robinsons unveils major rebrand across core range

With a radical new identity across the packaging and communications of its core range – the Britvic brand, worth nearly £200 million retail sales value, is championing the real fruit joy found in every bottle with a new look that will appeal to modern families.

The iconic range – including Fruit & Barley and Barley Water – has undergone a complete makeover with a distinctive new look and feel that is fresh and fun.

Set to reinvigorate the market, the packaging features a modernised simplified contemporary logo and bold colours, and puts eye-catchingly sliced fruit at the heart of its identity.

The refreshed packaging design and identity, created with brand agency Bloom, will be showcased across all communications with a comprehensive advertising campaign commencing in May 2023.

Charlotte White, brand director for Robinsons, said: “Robinsons has been a family favourite for over 200 years, bringing real fruit joy to generations of squash lovers.

“With a fresh new look and engaging new consumer campaign, the brand is set to bring even more fun, joy and excitement to families across the UK."

This announcement marks the start of a marketing campaign that will include a complete revamp of instore fixtures and will feature further packaging innovations in the coming months.

Ed Hayes, chief strategy officer at Bloom, said: “Reinventing an icon like Robinsons is the kind of brief we live for. Shifting the focus from permissibility to the unbridled joy of squash, set up a modern identity that’s unmistakably Robinsons, while promising families fun and exciting drinking moments.

“It was a pleasure to build on our longstanding relationship with Britvic’s forward-thinking marketing team to deliver this game-changing design.”

Established in 1823, Robinsons has secured its position in homes across the country and is bought by nearly half of all UK households – with over nine million glasses consumed every day.

While the packaging and identity continues to evolve – the core mission of the brand remains the same. In alignment with Britvic’s Healthier People sustainability strategy, Robinsons continues to deliver great tasting drinks that help people drink more water, with no added sugar.

The rebrand marks the latest investment for Robinsons and follows the launch of its £1.5 million augmented reality campaign, Robinsons Big Fruit Hunt, last summer.