New global brand design for Ricola
As part of a strategy review and refinement, candy manufacturer Ricola presents its new packaging design. The London agency Lewis Moberly is responsible for the implementation.
The strategy review refined Ricola's positioning. A new design, advertising and activities on social media are intended to breathe life into the brand.
The new positioning builds on Ricola's unchanged cornerstones: naturally grown herbs, a balance between functionality and enjoyment, and the company's Swiss origins. The new design reflects this through a self-confident evolution and underscores the brand's claim, "with Swiss alpine herbs," which is now expressed in a refined, more natural logo.
Most important design features brought into focus
"We need to showcase our important features and ensure that consumers can easily find their way around an extensive range," Thomas P. Meier, CEO of Ricola, was quoted as saying in a statement. "The new design direction fits seamlessly into our strategy, which is simply to make Ricola more of what distinguishes the brand and what it has always been. In doing so, we want to stay true to the essence of our brand."
The centerpiece of the design is the amber cube surrounded by the herbs contained in the Ricola blend. All the herbs have been redrawn by a specialist artist. The historic Ricola trapezoid, reminiscent of a plant shield, is the focal point of the design. A white delineation of the lettering ensures that it is easy to read against a variety of background colors.
Ricola's new global packaging design and customized logotype were created and implemented by brand design agency Lewis Moberly.
Panorama scene in the lid of each click box
When opening the lid of the click box, a panorama of the Swiss Alps now appears, which changes depending on the flavor.
"Packaging and its design are the most important ambassadors of a brand. It is the moment of truth in retail. Consumer tests and our own assessment have shown that the new design is more impressive, appealing and informative than the previous one. It has the authenticity and quality that matches our own brand values," explains Meier.
