Instead of total white, there will be a division into two colors - the top of the package will become dark blue, and the bottom will be white.
Packets and bottles of Rich juices can now be found on the shelves thanks to a new visual solution. Instead of the usual all-white color scheme, packages will appear on which two blocks - blue and white - will be divided horizontally.
The lower white visual block will feature original illustrations with many details, reminiscent of botanical sketches typical of the 19th century, but with a modern twist. Each illustration will match the taste of the juice in the package. And on the top dark blue block there will be a white Rich logo. It also underwent changes, it “lost” the red color and acquired a more modern shape.
The contrast division of the packaging was designed to create a recognizable visual identity and make it easier for customers to find a particular flavor of juice among many others.
The new design was developed by the Russian design studio Tuman, whose goal was to rethink the packaging design, while maintaining the brand's traditions and its recognition. According to the studio itself, such a radical change in design was the first in the history of the Rich brand, and we are talking about a nearly 20-year period.
The packaging of the brand's juices, familiar since 2002, with the original way of placing the letters of the name, one letter on each side, has already become familiar to many customers. However, the time has come for changes and a new approach to design is intended to make the juices of the brand visually more modern, but still recognizable.