PIGEON Creates a New Image for RICARDO Food Products
By Pigeon Brands
Montreal — September 8, 2021. This back-to-school season, RICARDO food products will have a brand new look. Last winter, the RICARDO Media team called upon PIGEON’s expertise to help better reflect the RICARDO brand personality with more impactful packaging in Canadian grocery chains.
“RICARDO is so much more than a brand. Behind it stands a man, a father — one of Canada’s most recognized chefs. Our mission is to inspire, educate, and bring people together through cooking, and at the dinner table. Authenticity, family, and eating well are a big part of our brand values. And it’s important for us at RICARDO Media to reflect these attributes in the new packaging of our food products,” says Mireille Arteau, VP Operations at RICARDO Media.
With this in mind, PIGEON carried out an indepth design analysis of the current packaging. Despite it’s refined aesthetics, the packaging didn’t stand out enough in the many categories that RICARDO products are present. At Pigeon, we know the success of a brand is above all, measured by visibility. Therefore, a redesign was required to better reflect RICARDO’s personality, and make the range easier to find on both grocery, and refridgerator shelves.
“One of the key the objectives of the redesign was to create a coherent platform from one category to the next, to better create interest and desire, as well as generate attention and give people a taste for RICARDO products. The ultimate goal? Ending up on Canadians’ weekly grocery lists,” says Stéphane Crevier, VP Brand Strategy at PIGEON. “To achieve this we created appetizing imagery inspired by their dishes, and employed a lively palette of colours to ignite taste, while increasing visibility and contrast in all categories the products can be found.”
Corn yellow, leek green and cranberry red are among the colours associated with each one of these products created by the RICARDO team — highlighting their appetizing nature. The re-designed packaging stands out on the shelves and in the aisles, with a bright colour palette to attract the eye, and connect with a warm and inviting spirit. The new imagery will also add colour to grocery baskets, giving consumers the inspiration to try other new RICARDO products.
Connecting with RICARDO
The packaging was created to simplify the in-store purchase process and dissemination of information — because consumers are at the heart of RICARDO’s concerns. By developing these products with their partners, the RICARDO team wanted to create a conversation, even in the grocery store. And they achieved it with engaging quotes on the packaging from Ricardo and his team, such as: Feel like a Culinary Voyage; Dinner with no dishes tonight; or Comfort Food? In this spirit, the company shares its know-how, tips and family recipes.
The packaging launch transition will take place over the next few weeks in the IGA grocery chains cross Quebec.