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.



Duration

3 Weeks

Role

Branding

Copy Writing

Visual design

Tools

Photoshop

Figma

Illustartor

Nostalgia, Redesigned

Rasna’s nostalgic value runs deep, but its outdated visuals and weak online presence have caused it to lose relevance. Without clear positioning or active social media, it’s hard for new audiences to discover and connect with the brand.In three weeks, I redesigned its branding, packaging, and crafted messaging that blends nostalgia with a fresh and vibrant appeal.

Personality With Love

Rasna

Ras

na

Ras

na

Feel the main

character energy

Ras

na

Ras

na

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 Then, I identified key gaps—outdated visuals, weak digital presence, and lack of Gen Z connection.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.

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 Then, I identified key gaps—outdated visuals, weak digital presence, and lack of Gen Z connection.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.

1.Enduring and Evolving


It suggests progress and innovation while maintaining the essence of what made the brand or product great in the first place.


2.Premium & Accessible

The product will maintain the premium look and feel but will be priced in a way that is accessible to all.

3.Unapologetically Youthful

It reflect the idea of embracing and enjoying life with a carefree, youthful spirit regardless of age and being unapologetically yourself.

4.Flavorful Wellness

Rasna can introduce healthier options without sacrificing flavor. Think of options with natural sweeteners and vitamins.

A Fresh Take on Nostalgia

Impact:



The rebrand successfully tapped into the emotional value Rasna holds, while infusing it with fresh visuals and messaging that resonated with Gen Z. The new visuals made Rasna more shareable on social media, and boosted its visibility and appeal.

Key Learnings:

One of the most important lessons was learning how to balance a brand’s legacy with the need for innovation. The challenge was to maintain Rasna’s nostalgic essence while creating something that appealed to the current generation’s values and preferences.

Classic, Recrafted

The Rasna rebrand brings the best of both worlds—celebrating the past while staying relevant for the future. By blending nostalgia with modern flair, Rasna’s refreshed identity is set to reclaim its place as a fun, feel-good drink for all generations also key lesson was finding the sweet spot between honoring Rasna’s nostalgic legacy and introducing fresh, modern elements that resonate with today’s generation.

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2025 Akriti Shah