Rio Tropical Fruit Juice inspired by the happiness inherent in Brazilian culture, our global rebrand of Rio dials up an emotional connection with customers by capturing the sunshine in small moments.

With a visual identity stuck in the mid-80’s era in which it was conceived, tropical juice brand Rio turned to us to reinvent its desirability in the face of evolving consumer tastes.

In considering the role that Rio plays in the life of its consumer — a younger, down-to-earth demographic with a balanced approach to health — we identified an opportunity for the brand to own a “feel-good moment” in a busy day, and defined a set of brand principles inspired by a central strategic vision: ‘Celebrating the Sunny’.

The new identity, which comes to life across murals, packaging, website and printed and campaign collateral, is bright, vibrant and uplifting, positioning Rio as a ray of sunshine in a can to establish a more aspirational relationship with customers.