Rio Tropical is a drink that was first introduced in the mid-80s, and the brand recently enlisted the creative agency Pearlfisher to reimagine its visual brand identity to better suit the interests of the modern-day consumer.
The brand believed that it was "in danger of becoming dated and kitsch," due to the fact that it still had the same visual brand identity that it started with. As a result, Pearlfisher chose to create a new identity that is able to focus on the interests and preferences of younger, more "down-to-earth" demographics. The resulting Rio Tropical drinks evoke images of the summer, with illustrations of tropical fruits and images covering the cans and bottles that the products are offered in.
Rio Tropical's new visual brand identity works to better appeal to the visual preferences of modern consumers.
What's Driving This Trend
- Revamped Visual Brand Identity
- Brands that have been in existence for long can revamp their visual brand identity to appeal to younger, more visually-oriented audiences.
- Summer-themed Packaging
- Brands can use summer-themed packaging as a way to appeal to consumers' senses and emotions, using images of tropical fruits and summertime activities.
- Appeal to Modern Consumers
- Brands can focus on rebranding to better appeal to the interests and preferences of younger, more down-to-earth demographics.
Who This Affects Most
- Beverage Industry
- Beverage brands can reevaluate their visual brand identity and packaging as a means of ensuring that they remain relevant and appealing to consumers.
- Creative Design
- Creative agencies can work with brands to come up with a new visual brand identity that resonates with younger, visually-oriented consumers.
- Marketing and Advertising
- Marketing and advertising experts can tailor campaigns to focus on the interests and preferences of younger consumers who are looking for new, fresh experiences.
