Rich Logo PNG
The benefits and taste of ripe berries and fruits take precedence in manufacturing branded juices. The Rich logo emphasizes a natural, additive-free composition, with raw materials grown without chemicals. The purest natural mix reaches the consumer’s glass.
Rich is a Russian brand of natural fruit and berry drinks. It produces juice, morses, and nectar mainly from peach, cherry, apple, pear, raspberry, strawberry, banana, blueberry, grape, grapefruit, pineapple, orange, and mango. The brand was created by the Multon specialty plant, which appeared in 1995. The names of the company’s founders were not disclosed, but they are believed to be businessmen Dmitry Korzhev, Yuri Pilipenko, and Dmitry Troitsky. The head office and industrial sites are located in St. Petersburg (Russia). The brand’s current owner is the Coca-Cola corporation from the U.S., which bought it in 2005.
The brand was created as a subsidiary of the Multon juice plant. It was supposed to represent premium products, so the founders gave it a foreign name. In addition, they consistently controlled the marketing strategy, which was based on the box’s design. The product presentation took place in 2001, and in 2002, Rich’s unique juices and nectars first appeared on the shelves of Russian stores.
After the Russian factory was taken over by Coca-Cola (in 2005), the company “rebooted” the brand and made it the main one, adding fruit mix-desserts to the assortment. This was in 2007. The change of ownership went smoothly: consumers did not even notice because, by that time, the brand’s products were already in wide demand in Russia.
Meaning and History
The new owner of the brand launched a powerful advertising campaign that helped popularize soft drinks. Its basis was the original label on the box, with one letter of the logo on each side. The package was rotated to make the whole word “Rich.” The company slogan was a philosophical statement: “Life is a good thing, no matter how you turn it around.
What is Rich?
Rich is a Russian brand of nectars and juices that has chosen a foreign name to be associated with the premium class. The Multon company was founded in 2001 and, in 2005, became part of the American food corporation Coca-Cola. Rich has separate lines of fruit and berry drinks for younger children, as well as puree-based desserts.
Old
The old logo shows the juice brand name in two forms: in pure form and with graphics. In the first case, a large black inscription is located at the bottom of the logo. It is written in a serif font with “i” and “h” at the ends. Almost all the letters are lowercase, except for the “R,” which is capitalized according to grammatical rules. The intra-letter spaces are rounded and smooth. There is a small rhombus at the end of the word, replacing the dot. The second name is miniature, white, and located in a red oval. It is identical to the lower variant.
before 2016
After buying Bend Rich, the Coca-Cola Company redesigned the logo. It removed the impromptu dot at the end of the name because it needed to leave only four characters – one on each side of the package for marketing purposes. In addition, the designers changed the lettering style to make it lighter: they thinned the letter lines and further sharpened the ends. The diamond above the “i” turned into a diagonal ellipse, which repeats the shape of the upper element in red. A complex configuration replaced the oval with two deep notches at the top and bottom.
2016 – 2020
After a slight rebranding, the black inscription was removed. Only a stylized bright red leaf with the word “Rich” in white and a registered trademark sign remains. The designers have enlarged these elements and slightly changed the font. Now the top corner of the “R” appears longer, and the dot above the “i,” which looks like a small leaf, is thicker and shorter. As for the “c,” one of its sharp ends is rounded, giving the logo a visual softness.
2020 – today
For 2020, Tuman Studio redesigned all Rich products and the iconic logo simultaneously. It was decided to abandon the traditional red color; botanical illustrations on juice and nectar packaging would offset its absence.
The logo became dark blue but retained continuity because the font had not changed much. As before, an elegant typeface with long, sharp serifs is used for the brand name. However, the designers have increased the letter contrast, making the thin lines even thinner. They also fixed the “c” shape so the teardrop element at the top looks elegant.
The color of the modern lettering was inspired by nature itself: the mystical beauty of the evening sky and the endless depths of the ocean. But the recognizable figure in the form of a stylized leaf has disappeared; nothing else reminds us of it. Even the dot above the “i” now no longer looks like a small leaf but like a regular circle.
The blue color allowed Rich products to stand out among other fruit and berry juices. But despite the new approach to identity, the designers managed to retain associations with the premium segment. The rebranding campaign ran from November 2020 to February 2021.
Font and Colors
From the beginning, Rich paid more attention to the emblem to promote its product quickly and for sure. And so it turned out: the drinks were in high demand almost immediately after they entered the commercial network. So well thought-out was the trademark’s identity. The pointed oval used now resembles the leaves of fruit trees and some berry bushes.
The juice producer chose a printed antiqua for its emblem with custom adjustments. For example, the letter “i” is supplemented not with a dot, as in the classic version, but with an oblique oval with pointed ends. Similar corrections are made to the other characters; their serifs flow smoothly into the legs, so they look like miniature spikes. The color palette consists of red, white, and black.