Ricard, the iconic French brand known for its pastis, was founded in 1932 by Paul Ricard in Marseille. It quickly gained popularity thanks to its anise-flavored spirit, becoming synonymous with Provence, Mediterranean culture, and the French art of living. Over the decades, Ricard, owned by Pernod Ricard, has established itself as not just a beverage brand but as a symbol of French conviviality, deeply tied to social moments, sunny days, and festive gatherings.
The brand’s flagship product, Ricard pastis, is a unique blend of star anise, licorice root, and other natural flavorings, offering a distinct, refreshing taste that is traditionally diluted with water. The product range also includes other variations of pastis and spirits, which contribute to Ricard’s enduring appeal.
For the second time in a row, the renowned design studio Yorgo&Co has taken the lead in updating Ricard’s visual identity. After their initial refresh of the brand’s look in 2018, they have returned to streamline and modernize the iconic brand once again in 2024. This new identity redesign not only aims to solidify Ricard’s position as a timeless French symbol but also to propel the brand into the future with a refreshed, contemporary aesthetic.
The latest iteration of Ricard’s identity features a bold and clean approach, marking a significant shift from the previous version. The new visual system retains the brand’s historical elements but presents them in a simplified, contemporary style. This redesign reflects the essence of Ricard’s heritage while making it more adaptable to modern media and applications.
The sun emblem, a long-standing visual asset of Ricard, remains at the heart of the new design. Representing warmth, light, the sun icon has been subtly reinterpreted to fit the minimalist aesthetic. The new iteration amplifies the symbol’s importance as it echoes the joyful and inviting spirit of the brand, further linking it to its Southern French roots.
One of the most noticeable updates is the streamlined version of the Ricard logo. Yorgo&Co applied a significant graphical reduction, moving towards simplicity and clarity. The once intricate details have been stripped away, leaving a clean, geometric form. The sun motif now appears as a flat, solid circle, radiating simplicity and modernity. This bold step towards minimalism allows the logo to be more versatile, effortlessly adaptable across digital and physical mediums.
Ricard’s color palette has always revolved around two key hues: yellow and blue. In the latest redesign, these colors are used with precision to convey the brand’s identity and emotional tone. The dominant yellow symbolizes life, joy, and energy, capturing the warmth of the sun, while also invoking the feelings of happiness and relaxation associated with the brand’s pastis. The yellow circle becomes a fundamental part of the branding system, representing both the sun and the renewal of the brand.
In contrast, blue serves as an accent color, primarily used for the wordmark “Ricard,” which retains its traditional sans-serif font. This font choice enhances the modern and approachable feel of the brand, while the blue evokes the sea, creating a balanced harmony between the two primary colors.
The redesigned identity is applied across a variety of Ricard’s touchpoints, including its branded bars, bottles, glassware, pourers, and merchandise. The iconic yellow circle is featured prominently on packaging and product design, ensuring strong brand recognition. The simplified logo and cohesive use of color make Ricard’s identity instantly recognizable, whether it’s on a bottle label or a bar counter. These updates ensure that Ricard maintains its premium, yet approachable image, while also being flexible enough for digital environments and modern marketing campaigns.
Ricard’s rebranding, led by Yorgo&Co, is a confident step towards the future. By retaining key elements of its heritage and infusing them with a fresh and modern aesthetic, the brand has successfully modernized while staying true to its roots. The simple yellow circle now serves as a powerful emblem of renewal, symbolizing Ricard’s readiness to embrace a new chapter in its rich history. With this redesign, Ricard has positioned itself to continue being a beloved and relevant brand for both current and future generations.
