Spreading our wings
Rubicon is an established and much loved brand that has more than doubled in size over the last 10 years. Building from a heartland of ethnic consumers it has grown to be the interesting choice in soft drinks and now is the time to tap into this mainstream opportunity.
In order to unlock the next phase of growth it needed its packs to stand out from the crowd in the same way its products do.
With big, bold, authentic flavours that you don’t find in your everyday fruit bowl. Rubicon invites you to step away from the same old, same old, to discover a different taste experience.
We set about freeing the Rubicon hummingbird, a symbol of sweet attraction. We created a single brand icon that works across the large product portfolio. The colourful fruity wings become a beacon on shelf inviting consumers to discover out of the ordinary.