Lewis Moberly partners with Ricola on a significant next step for the Swiss herbal brand, creating a new visual expression designed to disrupt the UK impulse confectionery market.
The brand consultancy is helping Ricola move beyond its traditional heartland and connect with a new generation of consumers.
Iconic and much loved, Ricola has long been recognised for its deliciously distinctive blend of Swiss herbs. The challenge was to make these qualities newly relevant to consumers seeking impulse snacks they can feel better about enjoying.
The opportunity comes at a time of significant change in confectionery. Tired, traditional countlines are in long-term decline, while Better For You snacking continues to grow. Consumers increasingly snack with purpose, seeking healthier choices and added functional benefits as awareness of ingredients and their benefits grows.
The Lewis Moberly restage brings naturalness to the fore, with greater energy. Established category cues are challenged, without losing the character and credibility of a brand built on herbs, nature and Swiss heritage.
The new design gives Ricola a more vibrant, contemporary presence. Introducing the Ricola ‘R’ equity as a visual shorthand helps the brand win attention in impulse environments.
For Lewis Moberly, the assignment marks the latest chapter in its longstanding partnership with Ricola: identifying growth opportunities and equipping the brand to realise them.
Mary Lewis, Creative Director, says: “Much loved, but better known around the world, Ricola restages in the UK with leader brand panache. Our design truly reflects the inherent promise, ‘Sweets by Nature’.”
Steve Rich, Country Director UK and Northern Ireland, says: “Our new visual identity is confident, contemporary and naturally disruptive, helping us engage a new generation of consumers while staying true to the heritage and authenticity that have always defined the Ricola brand.”
Source: Lewis Moberly
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