Only two weeks after its powerful launch in Switzerland, the new Rivella Yellow is already a huge success. Unlike Rivella Red, Blue and Green, this so-called ‘other Rivella’ is not based on milk~ but on soya serum. Similar to the extraction of milk serum in the days of the Rivella Red introduction (56 years ago), the process to extract serum from soja whey is a pioneer achievement.
So again, for the second time in history, Rivella launched a worldwide innovation. And once more, consumers react extremely positive. They highly appreciate the very light and fresh taste and the absence of artificial colouring or preservatives. Bottle and label design are developed by Claessens Product Consultants and match the new brand positioning of Rivella.
The combination of a dynamic bottle shape and transparent label make the presentation look fresh, light and also adds to a natural and premium look.
More freshness, dynamics and emotion. That is what Rivella writes on their flag, respectively the label. Since April 2007, the most successful Swiss refreshing drink has a new appearance. The international design agency Claessens Product Consultants from Amsterdam in the Netherlands, which is specialised in branding and packaging design of beverages, was assigned to create the redesign.
With care and attention the iconic Rivella brand presentation was reinforced by creating a new bottle shape, which is more modern, more unique and more ergonomic and most of all more appealing. To improve the dynamics and readability, the Rivella lettering has been put upright.
The Rivella banner has been given a refined shadow and the straight colour has been changed into a gradient to enhance the impact and to create a modern and premium appearance.Consumer research showed that consumers experience the new brand presentation as modern, attractive, qualitative and ergonomic.
This research result is the best prediction for a furthermore successful future of the innovative Swiss drink. Read more about the Rivella redesign project in the 2006 year report of Rivella AG (German language)
