Robinsons’ premium squash brands repositioned for adult appeal

The iconic British fruit drink brand – owned by Britvic – turned to independent brand design agency Bloom to reimagine the identities of its Cordials and Creations ranges. The redesigns now offer a more fresh, modern look in their bid to appeal to the next generation.

The Cordials and Creations ranges, which are both still relatively new, had initially failed to convey to adult consumers their differences from the classic Robinsons squash products. Felt instead to be more sophisticated with exciting fruit tastes, the brands were repositioned to appeal beyond families alone.

Bloom specifically sought to differentiate the ranges by highlighting Creations’ ‘fruity brilliance’ and Cordials’ ability to be blended into mocktails or cocktails. This was demonstrated through the use of energetic, joyful graphics, while typeface Filson Soft was deemed to add a human personality.

Astrid Kogler, associate creative director at Bloom, says, “Our mission was to modernise both lines, captivating a new generation of families and adults. 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.”