Overview
Ricola Instore Music Guide
Overview
Ricola Instore Music Guide
Welcome to the Ricola Instore Music Guide.
It is the result of the HearDis! audio branding process and outlines the journey towards creating a strategic and distinct soundtrack for the Ricola flagship store in Laufen.
After an extensive audio branding process, we are able to answer the question of how Ricola sounds by looking closer at the identity and core attributes of the brand.
During our workshops, we identified the central attributes of Ricola and translated them into musical characteristics.
The result is an individual soundtrack which complements and supports an efficient and holistic brand communication within the Ricola flagship store in Laufen.
Using music strategically aims at charging Ricola with desired attributes - emotionally and culturally. Our main sources for developing the Ricola instore soundtrack were the interactive “Springboard” and our joint audio branding workshop in August 2022.
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:
Soothe
Delight
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'.
The following genres and styles feed into all categories and outline the comprehensive musical spectrum:
Pop (in all facets)
Folk
Funk
Indie (-Rock)
Easy-Listening
The following genres and styles feed won't be considered at all:
Jazz & Swing
Experimental
Hip Hop/ Rap
Pure Electronic Music
Classic Rock
Heavy Metal
This guide is intended for internal use only.
Public performance and broadcasting of the included sample tracks is prohibited.
The songs presented in this guide serve as examples for the defined music categories.
They are not licensed for any commercial use and the rights to the tracks have not been obtained for Ricola.
Any further use shall be licensed.