Feel-Good Tea Enjoyment
HAJOK Design has developed three different concepts based on the Ricola brand book for the relaunch of Ricola teas. An emotional packaging design has prevailed, which promises genuine tea enjoyment and reinterprets elements from the old packaging design in a modern and sensitive way.
There is hardly any other brand as closely associated with the Swiss Mountains as Ricola. The family business made its name with its “Original Schweizer Kräuterzucker”, a Swiss herbal boiled sweet comprising 13 beneficial herbs, which has been selling successfully since 1940 in more than 50 countries across Europe, Asia and North America. The product range has increased significantly in the last few decades. It now includes other flavours of boiled sweets and as well of instant and bagged teas for which more than 100 Swiss alpine farmers cultivate 1,400 tonnes of fresh herbs annually.
Our task was to create new packaging with an emotional and high-quality look for the four organic teas available in pyramid tea-bags and capsules, to fit into the Ricola product world. The packaging design had to show a successful balance between functionality and enjoyment and to deal with the subject of taking time-out to have a cup of tea. Ricola is considered an expert in natural herb cultivation and for beneficial herbal mixtures. That's exactly the message that had to be conveyed with natural and lovingly designed packaging.
The challenge was to create a wellness atmosphere despite the strong basic colours derived from the boiled sweets' packaging design. This was achieved through emotional staging of the tea: the variant-specific herbs surround the tea cup made of glass, placed on a linen cloth. Together with the gentle steam above the cup, this establishes a mood that creates the urge for a peaceful and relaxing moment. Greater brand recognition was achieved with the much more prominently placed brand name.
Facts & Figures
- Relaunch Ricola pyramid tea-bags
- Launch Ricola tee capsules
- Design and competitor analysis
- Packaging design
- Photo shooting
- Final artwork
Day & Night
For particularly rapid preparation, two organic herbal tea mixtures were launched as capsules for Nespresso© machines. The packaging design was an adaption of the bagged tea range.
The Herb Experts
The packaging design is just as high-quality as the herbal mixtures themselves. Naturalness and harmony are conveyed with the steaming cup and the variant-specific herbs.