Three beverage cans RAW BERRY, KIWI, RICH ZERO on a stone background, Airinnovation

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RUBICON RAW ENERGY

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Brand Innovation & Pack Design Development

Air partnered with the Rubicon team to define a more natural energy drink proposition. We created and tested over 10 initial concepts and pack designs, using consumer feedback to measure appeal, distinctiveness, and purchase intent.

Insights shaped the launch of Rubicon Raw a bold sub-brand built around natural energy and vibrant flavour. We refined the brand strategy, developed packaging for four variants, and delivered final print-ready can artwork.

From concept to launch, our work ensured strong consumer relevance and standout shelf appeal.

Within 18 months, Rubicon Raw sold over 11 million cans, becoming the UK’s fourth-largest big can energy drink and one of AG Barr’s most successful NPD launches.

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