The loudest and most colourful spot of any supermarket is the fizzy drinks aisle. Although Rubicon has a unique message, it wasn’t being heard.
Inspired by their unique flying techniques when feeding, we used the movement of their wings and transferred it into a simplified design. The wings and colours are representative of the real fruits, natural flavours and taste. The Hummingbird is now a ‘flavour beacon’ and brand icon that can be used across all channels.