Rivella Swiss Beverage

Created by Fuse Project

“ Rivella is a unique brand in that it is completely localized to Switzerland – but those who grew up with the brand know how deeply rooted it is in Swiss culture. We worked with the Rivella team to modernize the brand without losing the emotional connection its consumers have developed over the past 60 years of their history – holistically refreshing the positioning, story, and subsequently every touchpoint, from the logo, labels, to the bottle.

Our goal was to balance simplicity with refined detailing, sophistication with activeness. We started by understanding the iconic role mountains and the Swiss flag play in the Rivella narrative; from there we created a modern interpretation of these elements that wereabstract rather than literal while remaining holistic to Rivella’s heritage.

The new logo is meant to boldly symbolize Rivella’s unique role in fueling an active and modern lifestyle, set to life with a custom bold sans serif against a dynamically angled container in Rivella’s iconic red color. We selected Tungsten as the brand’s font for its simple and compact, yet playful nature; the type is confident while still friendly and approachable. Two tones of red add dimension and visual interest to its heritage red and white color palette. From there, we deconstructed the new label into simple shapes and active directional lines to create a visual language that integrates the brand across a selection of collateral, event marketing materials and packaging.

In conjunction with refreshing Rivella’s heritage logo, we refined the existing bottle to enhance the new visual language. Having both industrial and graphic design disciplines work closely together in tandem, we were able to create a die-cut label that perfectly aligns the parallel overlapping textures of the bottle. The label feels seamlessly integrated into the bottle, with beautiful ridges and a tapered body perfect for gripping.