Brand Strategy / Brand Identity
Babycham is a Perry brand popular with women in the 60s and 70s. I felt a drastic rebrand including a new name, was needed to shift its archaic perceptions and appeal to a new generation of drinkers.
The new branding was inspired by the concept ‘A Retro Remix’, blending iconic Babycham elements with new modern elements —just like a remix. Along with the updated identity, the packaging has had a makeover too. The small wine bottle has been swapped for a 250ml can, putting Babycham alongside hard seltzers and spirits in supermarkets.
Perry is essentially Pear Cider, but this isn’t a widely known drink, so I thought communicating what the drink is should be a key element of the rebrand, especially when talking to new audiences.
This work is a conceptual student project. It was an open brief to rebrand a company of our choice - I devised the project end to end from the brand strategy to execution.