Launched in 1976, Rama is a much-loved South African heritage brand with strong recognition and a reputation for superior taste. But its packaging had no clear symbolic meaning, with disparate elements inherited from different markets.

The opportunity was to strengthen Rama’s goodness proposition on pack while protecting the distinctive assets consumers already recognised.

Working with The Hardy Boys agency, we developed Golden Hour as an extrinsic expression of goodness — a world of warmth, vitality and promise inspired by that magical moment when the sun rises or sets.

We evolved rather than reinvented the brand. Rama’s distinctive logo, gold, red and blue were retained, while the ribbon became a dynamic part of the wordmark.

Placing Rama at the centre allowed goodness to radiate from the brand, expressing “Eat Better. Do Better.” through the idea of living a better life — naturally, actively and healthily.

A revitalised Rama identity that made goodness more visible, ownable and emotionally engaging, while retaining the equity that made the heritage brand instantly recognisable.

The work demonstrates how a heritage brand can evolve for a changing market — building on what consumers already recognise, rather than starting from scratch.