In 2004, Universal Robina Corporation (URC) introduced C2 Cool & Clean, pioneering the ready-to-drink tea category in the Philippines. Over time, Filipinos grew to love C2’s refreshing flavours, making it a market leader. Yet by 2016, brand equity surveys revealed a decline in affinity: consumers were no longer strongly connecting C2 with its core promise as a healthy, thirst-quenching beverage, and competition was intensifying.
We approached the challenge by revamping the core product portfolio and creating a flexible, coherent identity system. The new brandmark incorporated a holding device to contain the logo and a tea leaf illustration to evoke natural origins. A light green accent suggested freshness, while the “Cool & Clean” descriptor reinforced the flavour variant. The refreshed line-up balanced modern impact with the positive associations of the original, highlighting C2’s unique differentiator: tea brewed and bottled on the same day.
The new design revitalized C2’s shelf presence and brand visibility, reconnecting it with its core consumers. Applied across packaging and communications, the identity reasserted C2’s position as the leading refreshing beverage. Within months, market share rose to 85.3%, while brand likeability and uniqueness increased by 12 and 26 points respectively, reinforcing the power of a design-led refresh rooted in authenticity and consumer insight.