Waves on the River Elbe or a silhouette of Swiss mountains - the new packaging design of Ricola's Special Edition provides a lot of room for interpretation. HAJOK Design has come up with a reduced aesthetic solution which combines the brand world of herbal sweet drops with the Hamburg Elbphilharmonie, creating a coveted collector's item.
The collaboration between Ricola and the Elbphilharmonie Hamburg is based on two things they have in common. The traditional Swiss company has been supporting opera, theatre and concert halls all over the world for many years. This also includes Hamburg's new landmark where the soothing herb drops are free for both visitors and singers. In addition, the famous firm of architects Herzog & de Meuron designed both the Ricola Herbal Center in Switzerland and the Hamburg Elbphilharmonie. The packaging design of the Special Edition was intended to unite the Brand Heritage of Ricola with the modernity of Herzog & de Meuron.
HAJOK Design had already been responsible for the relaunch of the Ricola herbal tea range and the launch of herbal tea capsules. After these successful projects, the team was delighted to be commissioned to design the Special Edition, which is only available in the Elbphilharmonie. The brief was to design a high-quality collector's tin with a selection of four different sweets and a Böxli, a small box of drops for out and about. Both the unmistakable brand world of Ricola and the Elphi were paramount to the design.
The characteristic silhouette of the Elbphilharmonie is embedded in delicate, airy illustrations of Swiss mountain herbs, which continue on the sides of the tin. The special embossing and the combination of matt and shiny elements as well as the reduction to only two basic colours - dark green and yellow - reflect the premium character of the product. And while the content offers relief for both throat and voice, the packaging design is an appealing eye-catcher that makes the Ricola Special Edition a sought-after collector's item.
FACTS & FIGURES
- Launch of Special Edition Ricola Selection
- Design and competitor analysis
- Final Artwork
- Packaging design