jovoto / Ricola Limited Edition 2015 / Ricola / Briefing

Design your limited edition of the Ricola herb drops!

Background

Ricola
The internationally renowned, traditional Swiss cult brand Ricola can look back on a history of more than 75 years. Ricola is one of the most modern and innovative producers of cough drops and herbal specialities, exporting its herbal drops and teas to more than 50 countries.

What makes the brand so strong and popular are its values:

Switzerland
The herbs
The effect and the enjoyment

Herb drops
Since the invention of the famous Swiss original herb drop in 1940, Ricola has been developing and producing high-quality herb drops with much passion and expertise. And to this day the 40 flavors of the Ricola herbal drops have one thing in common: the blend of the magical 13 typical Ricola herbs, which can be adapted depending on the desired flavor.

The limited edition
For the first time Ricola now wishes to launch a limited edition of its famous herbal drops onto the worldwide market. Four different flavors are offered in one special multi-pack. While the four boxes can be seen through a transparent panel on the one side, an attractive and fresh design on the other side should encourage people to love and enjoy Ricola herb drops in summer. In total, four different designs will be produced and offered by retailers. Displays will be set up at selected stores, in which the four special packs of the Limited Edition will be presented.

Aim

The aim of the project is to create a stylish, cool and exclusive limited edition of the Ricola packaging design. This should result in more Swiss herb drops being sold and enjoyed in summer. The designs of the limited edition should have strong ties to the Ricola brand.

Task Definition

Develop an attractive design for the limited edition of the Ricola herb drops i.e. for the special multi-pack that contains four boxes of Ricola herb drops and will be available to buy in 2016.

We are looking for limited edition designs based on the four themes:

Switzerland
Summer
Herbs
Freshness

The limited edition pack will consist of the four winning designs. A Ricola jury will select the designs that will make it onto a shortlist, and Ricola’s Facebook fans may then choose the final winners that will be produced and then hit shelves worldwide!

The only specifications for your design idea are:

That in some form your design makes a reference to the Ricola brand and its brand values (Switzerland, effect & enjoyment, herbs).
That the original Ricola logo must be depicted on the front of the outer packaging’s flap lid (for information regarding the logo size and position, see ‘Materials’).
That the sides of the packaging must be blank to allow space for information regarding the products, i.e. the sides of the outer packaging should not have major color gradients so that everything can be printed either in white/light or black/dark lettering.
That the panel on the back, through which the four boxes of herb drops are visible, may not be printed on.

You can develop a design for one of the four themes (Switzerland, Summer, Herbs, Freshness) or a whole series of four designs.

Target Group

Women
35 - 48 years old
People with an affinity to nature, art, herbs, herbal lozenges

Tonality

Emotional
High quality
Young
Fresh

Mandatory requirements

The supplied Ricola logo (green with white outline) must be positioned in the respective size in the middle of the lid of the outer packaging (see punching crack).
You will find the exact position and size under ‘Materials’.
You have absolutely free rein in the choice of colors for your design.
You can suggest special finishes, embossing etc., but due to their increased production costs it is unlikely that they will be produced. Ideally, in addition to your special ideas you should also offer a version that can be printed normally.
Your design idea should reference the Ricola brand and its brand values.

There is no guideline as to whether you depict the content with photographic or purely graphic elements. But in both cases you should only use images:

for which you own the full copyright
for which the exclusive rights you can, if required, pass on to the client.
If 2. applies, please clearly highlight the third-party image material.

First Video Feedback

Ricola Feedback from jovoto on Vimeo.

Useful links

Ricola Website

Ricola Facebook

Download material

Click on the following links to download working material and additional information related to the project.

Halftime Feedback

Dear Ricola Limited Edition Designers and Illustrators,

We just talked to the client about his feedback and directions for the second half of the project.

Lets directly jump into a few but important criteria for your inspiration:

Inspiring Diversity

First of all thank you for a wide range of different designs, styles and ideas! Ricola really appreciates your creativity – they enjoy discovering many different ideas to have a close look, which ones will work best on the market. So keep going! We are excited to see your ideas and designs for the second half of the project!

The Logo & A NoGo

Please keep in mind not to touch, move or change the brand logo on the packaging in any way. Design elements should not overlay the logo. Secondly please do not use photos or photo-realistic images of people on the packaging.

The brand & Your Limited Edition Artwork

As long as your design matches one of the four themes „Switzerland, Summer, Herbs, Freshness“ Ricola does not want to limit your creativity – to let it flow and go wild for outstanding designs. But please make sure your design idea is not too far from the brand. (E.g. Animals or flowers might not be a perfect match for Ricola´s herbal drops.)

We are curious to see your great artworks in the second half of the project!

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