Ribena Light Packaging Redesign - Aesop

New Ribena Light packaging by Aesop in London. Much simpler, cleaner and feels more refreshed. Removing some of the imagery makes it fit with the idea that there's less sugar. A sort of scaled back version of the 'full-fat' original version. Ribena have recently made a big effort to show that they use blackcurrants grown in Britain so to have a redesigned packaging will refresh the image and keep people talking about the brand.

I still have the idea that if a product has to have a 'light' or 'diet' version, then the original must not be too healthy for you!