A Fruitful Brand Refresh
British fruit juice company Rubicon called on Kaleidoscope for a refreshing brand update that involved a new identity while simultaneously launching a new range of products to expand the juice portfolio. Eager to appeal to an existing and local consumer base, Rubicon also strove to connect with new consumers through a unique and ownable design, while extending the brand portfolio beyond Britain. To do so, Rubicon and Kaleidoscope needed to confront various levels ofcomplexity. For example, Rubicon’s signature hummingbird often proved difficult to print on previous packaging substrates, which required interdisciplinary problem-solving as part of the design solution. Kaleidoscope’s Strategy, Design and Realization Departments came together and streamlined the hummingbird design that maintained Rubicon’s brand recognition while also embracing ease and speed to market with more efficient packaging solutions. The new branding and product ranges were launched at the 2019 Gulfood Expo, in Dubai to great fanfare and success.