Royal Club has a long proven history in creating products of top quality. A brand with a strong and sophisticated image, a market leader in the bitter taste carbonated soft drink segment. To keep their market lead, Royal Club was forced to reposition itself. The image needed to be refreshed to make the brand relevant for a larger target group. A new brand identity had to be translated into the whole range of Royal Club products (assortment); Bitters, Specials and Juices.