Ricola

A STRATEGIC PARTNERSHIP AND BRAND IDENTITY REDESIGN. GLOBAL PORTFOLIO ARCHITECTURE AND DEVELOPMENT, PACKAGING DESIGN, BRAND TOOLKIT, BRAND WORLD

How do you evolve an iconic brand much loved throughout the world, with a remarkable story and a unique product? Ensure recognition, increase distinction, engage, delight, navigate and inform.

RICOLA
CHALLENGE
To evolve an iconic brand much loved throughout the world, with a remarkable story and a unique product. To ensure recognition, increase distinction, engage, delight, navigate and inform over a large and diverse range of flavours and formats. Multiple markets and market-specific products to be re-aligned under a new look.
SOLUTION
‘Make me more of what I am’, an LM guiding principle, becomes the rallying cry of the brand. The Ricola logo is now more fluid, with a fresher green and white keyline to ensure stand-out against a host of coloured grounds. ‘Made with Swiss Alpine Herbs’ sets out the provenance and story. The historic trapezoid shape has been refined, with the addition of a coding variant panel to increase navigation across a large range of flavours. The detailed herb illustrations have been crafted to be true to their natural form and colour.

Ricola rejuvenation includes the creation of Springboard, a brand immersion tool for Ricola ambassadors and partners, with narrative, motion and LM voice-over. Springboard is designed to inspire, inform and guide; an introduction to the pleasure and effect of the Ricola brand – how it is expressed, how it behaves, how it engages – and guidance as to how to share Ricola World and use assets to enrich it.

The brand rejuvenation encompasses global alignment of the new design with extensive guidance, developing the UK market, and market-specific products for the US. Introducing the brand to new opportunities and taking it into new categories.