As specified in the briefings, we have selected two main characteristics plus the humorous side of the brand to build the foundation of the Sound of Ricola.

All brand attributes, target-group briefings, etc. find their place within these characteristics.

The translation of the brand tension into musical language is the premise for creating distinct music descriptions for Ricola.

Seemingly contrary forces can be complementary.
For Ricola, this means 'delight and soothe', expressing perfectly how one gives rise to the other, creating a deliciously, holistic experience - also through sound. Supplemented by the humorous attitude of the brand and the Swiss heritage, we are able to create a versatile and exciting mix of music to support the ambience of the flagship store and to connect with visitors of all generations.

As a result, the sound of Ricola consists of these three music categories:

1. Soothe

2. Delight

3. Humorous

The three deduced music categories can not be regarded as independent. They are interlaced and overlaps between the categories can sometimes be heard in a single musical piece.
This is what makes us sound fresh and supports the brands tension.

These overlaps however are essential in ensuring a distinct, fluid and dynamic music selection.

Furthermore we also integrate the origin of Ricola by making use of music by Swiss artists and labels. This results in an interesting mixture of local and European music, always in regard to the main characteristics 'soothe and delight'.