Zobo drink, a traditional Nigerian beverage made from the dried calyces of the Hibiscus sabdariffa plant, holds significant cultural and social importance in Nigeria. Known for its deep red color, tart flavor, and numerous health benefits such as aiding digestion, lowering blood pressure, and providing antioxidants (Akinwale & Shittu, 2023), Zobo’s commercialization has led to a greater market presence and heightened competition among brands. This evolution offers the potential for wider distribution and economic benefits but risks diluting the traditional preparation methods and cultural essence of Zobo. The Nigerian beverage market, valued at approximately $3.4 billion in 2020 with a consistent annual growth rate of about 6% (Onuoha et al., n.d.), has seen a significant shift towards natural and health-oriented products, with Zobo consumption increasing by 20% annually over the past five years (Yusuf & Amali, 2023). Despite this growth, Zobo manufacturers face challenges in differentiating their products. Factors such as packaging design and brand recognition significantly influence consumer purchase decisions, with well-designed packaging and strong brand recognition enhancing attractiveness and perceived value (Ahmed & Suleiman, 2023; Johnson & Adebayo, 2023). However, the emphasis on visual appeal and branding may overshadow the beverage’s traditional roots. This study addresses the gap in understanding how packaging design and brand recognition impact consumer purchasing behavior specifically for Zobo drinks in Nigeria. By investigating these factors, the research aims to provide insights for Zobo manufacturers to develop effective marketing strategies that balance modern marketing demands with the preservation of the beverage’s cultural significance.