Oros, a heritage squash brand deeply rooted in South African family life, needed to evolve without losing the distinctive assets that made it iconic. To connect with teens and young adults, the ready-to-drink range had to trade on street cred rather than nostalgia, shifting from childlike to culturally current.

By amplifying familiar elements through bold abstract design, we transformed heritage into a modern visual language, pattern-like fruit forms that hero flavour, with each variant carrying its own distinctive identity. A rich navy backdrop anchors the design in a premium, urban space, while vibrant colours inject the freshness this audience craves.

The result is a revitalised Oros that feels instantly familiar yet unmistakably new, extending the brand’s relevance from family kitchens to the hands of a new generation.