In 1953, Bernard Villemot created Orangina's first advertising campaign poster featuring a parasol shaped like an orange peel.
The poster conveyed a strong visual message, and the orange peel on a blue background set the groundwork for future communications. The breakthrough artwork signaled the birth of a great brand. Villemot understood
the importance of the brands five features which are still used today in all Orangina communications.
From the mid-1930s up until his death in 1989, Monsieur Villemot was one of Frances busiest, most illustrious poster artists. His bold strokes, vivid colors and trademark shapely girls were sketched with economy of line and form. Villemot’s working theory was that a good poster must be a telegram, and he fully lived up to that mantra, dispatching vibrant messages with clarity and wit.
5 ATTRIBUTES OF ORANGINA BRAND
A POWERFULL, WORDWIDE BRANDNAME evoking the name of the fruit, Orangina is a well-known brand in many countries
AN ICONIC BULBY BOTTLE
Since the birth of the brand, the original Orangina bottle
design has always evoked the orange.
Over time it has become the emblem of the brand.
AN EASILY RECOGNIZABLE LOGO
Orangina is easily recognizable, thanks to its logo made of an orange peel.
Since 2008, this logo has the shape of the bulby bottle
A UNIQUE RECIPE
Not less than 12% of citrus juice
A well-balanced taste thanks to a subtle blend of different citrus fruits (orange, lemon, grapefruit, mandarin)
2% of pulp, Light bubbles, Natural colors
and finally
A PERSONAL GESTURE/CONSUMERS RITUAL
before you drink Orangina you have to shake the bottle to mix the orange pulp.
The Orangina shaking gesture is shared by consumers all over the world.
In 2008, the Orangina swirl took the shape
of the iconic bulby bottle design in the logo.