Bionade
If you had to describe the company BIONADE , one word would suffice: pioneering spirit. They do what no one else dares to do (for now). And they always have. Low sugar, organic quality, vegan and gluten-free. A lemonade like this only comes around once.
Packaging design
Back to the old strength
Bionade was long regarded as a synonym for brewed refreshment and was initially enthusiastically received as an eco-secret tip in the scene. After a veritable hype, however, the brand experienced a rapid decline: a company takeover, a significant price increase and a somewhat outdated brand design led to image losses of the likeable underdog. New brands also entered the natural soft drink category. And no one succeeded in restoring the original to its former strength.
Visual evolution to the Modern Mainstream
RKD's goal was to re-establish Bionade as a self-confident pioneer that once again surprises people with groundbreaking ideas, while increasingly relying on its pioneer and original DNA. Both the strategic orientation and the visual development of organic should not be understood as a niche, but as Modern Mainstream.
Bionade Convinces with new shine & old strength
The original is back in the relevant set of consumers and was able to recapture its position of number 1 in the organic lemonade market.
The newly defined brand positioning and strategy are linked to a contemporary design that is also relevant to the target group. The new design language embodies a modern naturalness and organic 2.0, while at the same time making the brand recognisable. Reduction and focus are the central keys for the revision of the visual brand elements, which have now been brought to life as key players in all brand touchpoints - brand, packaging and communication.
While the packaging architecture is more clearly designed, the slightly revised word mark retains its prominence and strength. In addition to handwritten typography and muted colours, the hand-drawn brushstroke look in combination with the textured uncoated paper emphasises the artisanal character of Bionade .
A prominent, centred colour bar creates clear variety differentiation and high attention at the POS. The RtB "Bio" is also found iconically, extracted from the Bionade logo, on the neck label.
German Brand Award 2022
"Winner" for Bionade in the category - Excellence in Brand Strategy and Creation - Brand Design - Packaging
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