A Modern Take on a Beloved Original

Rasna, once a nostalgic favorite, needed a modern refresh to connect with younger audiences.The goal is to reposition Rasna with nostalgic charm and modern energy.



Rasna, once a nostalgic favorite, needed a modern refresh to connect with younger audiences.The goal is to reposition Rasna with nostalgic charm and modern energy.



Rasna, once a nostalgic favorite, needed a modern refresh to connect with younger audiences.The goal is to reposition Rasna with nostalgic charm and modern energy.



Duration

3 Weeks

Role

Branding

Copy Writing

Visual design

Tools

Photoshop

Figma

Illustartor

Nostalgia, Redesigned

Problem: Rasna, despite its strong legacy, lost relevance with younger generations due to outdated branding, limited flavor innovation, and strong competition from modern beverage brands.

Solution: The rebrand modernizes Rasna with fresh visual identity, playful Gen Z storytelling, innovative packaging, and new product line and balancing nostalgia with contemporary appeal.

Personality With Love

The Rasna name comes from the Hindi word “ras,” meaning juice. To reflect this origin, the new logo integrates a playful splash element, while the typography features subtle juice droplets. This design captures both freshness and energy, tying the brand’s heritage to its modern identity.

Legacy Meets Relevance

I began by tapping into Rasna’s nostalgic value and emotional legacy. Then, I identified key gaps—outdated visuals, weak digital presence, and lack of Gen Z connection. My focus was to make the brand feel culturally relevant and emotionally engaging, blending the charm of the past with the energy of today.

Impact:



As part of the rebrand, we introduced two innovative flavors: Tropical Fusion a lively blend of mango, pineapple, and passion fruit and Rhodoblush, a health-focused flavor inspired by Himalayan rhododendron flowers with natural cooling and antioxidant benefits. Together, they add novelty and wellness.

Classic Recrafted

To give Rasna a playful, emotional twist, we created popsicles where each flavor reflects a mood. Blueberry Cream for awkward moments, Passion Pop for anxious energy, Rose Berry Blush when in love, Mango Bar to celebrate happiness, and Chili Guava for sleepy, laid-back vibes. This approach transforms Rasna into more than a treat it becomes an expressive, mood-based experience that resonates with Gen Z’s lifestyle and emotions.

Conclusion


The Rasna rebrand was about more than updating visuals it was about bridging generations. By balancing nostalgia with modern design, introducing new flavors, and extending the product line, the project repositioned Rasna as both familiar and fresh. Through this process, I learned the importance of grounding creativity in research, building emotional storytelling around consumer insights, and maintaining consistency across visual identity and product strategy. This case study reflects my ability to design with both empathy and strategy.

The Rasna rebrand was about more than updating visuals it was about bridging generations. By balancing nostalgia with modern design, introducing new flavors, and extending the product line, the project repositioned Rasna as both familiar and fresh.


Through this process, I learned the importance of grounding creativity in research, building emotional storytelling around consumer insights, and maintaining consistency across visual identity and product strategy. This case study reflects my ability to design with both empathy and strategy.

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2025 Akriti Shah