Bloom has undertaken a striking redesign of Robinsons Cordials and Creations, two of the brand’s innovative ranges crafted for consumers seeking a squash experience beyond the ordinary. With a collaboration spanning over 15 years, Bloom and Britvic have embarked on this latest endeavor as part of a comprehensive masterbrand relaunch. The more premium Cordials and Creations ranges aim to invigorate interest in the dilutes category, extending their appeal beyond traditional family audiences.
Research indicated that the designs needed to communicate more effectively to adult shoppers that these products represent a departure from the Robinsons of their childhood. While these line extensions offer the refreshment synonymous with the core brand, they feature more sophisticated and exciting fruit flavors. The new packaging had to reflect the premium, crafted, and mouthwatering nature of the liquids inside.
The updated designs also enhance differentiation between the ranges, providing consumers with more choices and increasing in-store engagement. Creations bursts with fruity brilliance, presenting tantalizing flavor combinations perfect for those seeking a more adventurous drink experience. Meanwhile, Cordials exudes sophistication, promising an upscale experience whether enjoyed with water or mixed into mocktails or cocktails.
Elevating refreshment
‘Our mission was to modernize both lines, captivating a new generation of families and adults,’ says Astrid Kogler, Associate Creative Director at Bloom. ‘Cordials and Creations unleash the endless possibilities of squash. We balanced giving the designs their own unique identity while seamlessly blending into the masterbrand. Now Robinsons has the joy and excitement it deserves, with appeal for any age, on any occasion.’ Bloom’s graphics inject energy into the brand, transitioning from static fruit images to a joyful sense of movement. The premium Cordials feature refined fruits and select botanicals cascading across the label, while Creations targets a slightly younger audience with bold fusions and dynamic splashes. Typography plays a crucial role, with Filson Soft paired with energetic scripts that balance craft with a human touch. Bloom’s in-house Visualising Department expertly brought fruits and droplets to life, ensuring the final designs promise fruit that feels alive – add water, and delicious magic is unleashed in the glass.
A fresh, modern look
These new designs are pivotal in drawing the attention of a new generation to Robinsons. While its unique heritage of refreshing generations of Brits remains essential, the focus on delivering joyfully refreshing fruit experiences is the key to its modern appeal. Robinsons now boasts a design that makes it more relevant to a broader audience, more often.
