Distilling the essence of a master-brand. Pepsico-Ivi is a popular brand of juices, mineral water and soft drinks in Greece. Red re-vamped their entire brand image, applying a mega-brand strategy and conveying it across all their product lines. Bursts of rich colour along with refreshing visuals convey purity and zest for life for both the juices and the soft drinks. The mineral water was approached with an ultra simplified version of the above model, communicating its purity and freshness via a clear bottle and images from nature.
Services provided: brand architecture, brand design, brand strategy, packaging design for "Ivi" juices, packaging & product design for "Ivi Loutraki" mineral water, packaging design for "Ivi" soda and tonic, packaging design for "Ivi" soft drinks brand communication & promotion
"Red, a long term partner, has helped evolve of one of the largest brands in the LRB market. In this case a single brand covers three different categories, Red designed worldwide award-winning packaging, helping to reposition the brand IVI. Their work exceeds the boundaries of Greece, establishing a brand look that stands very well in a very competitive international environment."
Vice President, Business Development