US – Health brand Ruby has opted for a colourful visual identity for its hibiscus water, in order to differentiate from typical health branding.
The ready-to-drink functional water uses hibiscus – a plant well documented for being high in antioxidants and featuring anti-inflammatory properties – to offer health benefits without sacrificing taste. Its visual identity, created by agency Talmor & Talmor & Talmor, differs from traditional green, organic health drink branding and instead borrows its nostalgic aesthetic from vintage soda bottles.
The visual identity incorporates colourful figures alongside the bright red drink in a bid to create a psychedelic look. By taking a playful approach to health food and drink branding, Ruby can illustrate the health benefits of hibiscus while still visually appealing to consumers’ desire for sugary drinks.
The visual definition of nourishment is evolving to celebrate a less sterile approach that combines nostalgia and pleasure. Explore more case studies that take this approach in our design direction Frivolous Foods.