It was never going to be easy, launching a new brand into the highly competitive ice cream sector. But we love a challenge, so when we were approached to create the brand world for Rica, we jumped at the chance. Rica is made with pure fruit, goat’s milk, goat’s cream, unrefined sugar and salep (a fine powder ground from orchid tubers); the sorbets with pure fruit, unrefined sugar and water. These ingredients combine to create an intense taste.
We developed the brand essence, ‘let joy be unconfined’ and designed a range of loose, expressive watercolour marques that represent the flavour of each ice cream in a subtle, abstract way. The marques are a truly joyful expression of the intense flavours of the ice cream itself while the rest of the packaging remains clean, reinforcing the purity of the flavours.
We extended the identity across all of the Rica collateral, from packaging and promotional items to exhibition stands and signage. The beautiful identity we created for Rica helped it gain immediate standout. It was snapped up by several leading luxury retailers including Harrods, Harvey Nichols and Waitrose, no mean feat for a new entrant to the market.
