Ricard Design & Branding BOTTLE RE-DESIGN by Coley Porter Bell

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Industry Whiskey
Media Design & Branding
Market United Kingdom
Agency Coley Porter Bell
Creative Director Stephen Bell
Released February 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: RICARD
Product/Service: BRANDING
Date of First Appearance: Feb 21 2011
Chef de Produit Ricard: Sébastien Borda (Société Ricard)
Chef de Groupe Pôle Apéritif: Murielle Dessenis (Société Ricard)
Directeur Marketing - Société Ricard: Michael Merolli (Société Ricard)
Creative Director: Stephen Bell (Coley Porter Bell)
Design Director: Simon Adamson (Coley Porter Bell)
Senior Designer: Ridhi Sain (Coley Porter Bell)
Business Director: Alex Ririe (Coley Porter Bell)
Account Manager: Gemma Roche (Coley Porter Bell)
Production Artist: Adrian Whiteing (Coley Porter Bell)
Production Director: Peter Cottington (Coley Porter Bell)
Media placement: Bottle - Supermarkets, Off-Licences, Bars, Clubs (France initially) - 21 February 2011

Describe the brief from the client
Ricard, the iconic French pastis, lacked distinction and was looking tired.

In its native France, where 3/4 of volumes are drunk, it is perceived as an ‘eternal’ brand – always there, an intrinsic part of people’s lives, a dependable friend.

The brief was to re-design Ricard to;

- create an iconic bottle that could differentiate it from other spirits, and critically, other pastis brands

- modernise the brand (demonstrating it can move with the times/be relevant to a new, younger generation of drinkers)

- help reassert Ricard’s status as a major international drinks brand

Describe the challenges and key objectives
Increasing Ricard’s elegance and status and in turn providing the brand with a sense of modernity and nobility.

Retaining what people love about the Ricard brand and bottle, whilst demonstrating its capability to move with the times.

Recruiting a new, younger generation of Ricard drinkers without alienating the significant core of older drinkers/loyalists.

Retaining the soul of the brand whilst finding a new, fresh way of expressing it.

Describe how you arrived at the final design
Research revealed that the ‘cartouche’ logo is at the core of the Ricard brand. The new structure therefore hinges on it's distinctive shape.

The bevelled edges rising from the base further contribute to the ownable bottle shape. The shoulders provide masculinity and stature and are recognisably Ricard. Additional embossing and bottle detailing evoke attention to detail and speak of quality.

Fresher colours, an injection of silver and split labels have enabled us to keep the soul of the brand whilst expressing it in a modern way.

Give some indication of how successful the outcome was in the market

Early indications are very promising....

Extensive press coverage of this high profile launch in national, international, mainstream and trade press suggest that the new bottle is really big news and has been incredibly well received.

Research also supports this with consumers describing the new bottle as "Original", "Modern", "Sophisticated", "A bottle I would be proud to show" and "A major change but it remains very Ricard" (see AV) and therefore delivering strongly against the project objectives.

The bottle first entered the market four weeks ago and official sales figures are eagerly awaited.