The Ricola brand appeals to a consumer base of those seeking a natural alternative that tastes good and does you good. The brand has a global reach across more than 45 countries, with the US as the biggest market. A strategic review has led to a refined positioning, supported by design, advertising, and social media. The new positioning builds on Ricola’s roots, expressing the brand as nature-loving and down-to-earth. The new design by Lewis Moberly reflects this with a more confident, contemporary stance, now clearly setting out the claim ‘made with Swiss Alpine Herbs,” locked into a modernized logo.
The core design heroes the iconic amber drop framed by the special herbs which form the blend of Ricola. Each is illustrated by a botanical artist. The historical trapezoid, reminiscent of a plant marker, is central to the design, and a more fluid logo takes the eye from one pack to the next. The familiar click-box lid now opens to a panoramic scene of the Alps, changing from flavor to flavor. Creative Director Mary Lewis says: “The challenge for Ricola was to ensure continuity of a heritage brand and define it as a brand of today. Ricola ticks many boxes of a successful brand, love, need, tension, and distinction. Visual communication has to project a cohesive summary.”