Transcript
RINGO PAVESI, REDESIGNING AN ICON.
Guest: Alessandro Vassallo, CDO & Partner at VRD
When we were asked to redesign Ringo, we thought about its history and we immediately understood the enormous challenge, wrapped up in such a small product. Redesigning an icon means being able to distil its essence into a vision for the future, a complex challenge and a great opportunity for a group of designers who work with innovation.
Redesigning Ringo meant not only reinterpreting its history, but also, condensing all the elements of the brand into the physical product, elements that, over the last 50 years, have become a touchpoint for generations of Italians, including our own. It also meant analysing the path that has made Ringo a market leader, a path made up of the stories of communication, product, and people, giving Ringo a new interpretation of the unique personality that’s made it one of the most beloved products ever.
We asked ourselves how to do it, and if it was even possible to make tangible the relationship between the product and the Italian consumer.
In the first part of the project, we had to learn and codify all the branding elements and product characteristics that had been built over the years. As a snack, Ringo has a privileged relationship with teenagers, a positive and dynamic connection, related to friendship, games, and sport, during a developmental period when kids are using interpersonal relationships to develop a sense of self. A vibrant and playful relationship also emerged during the discussions held with young consumers, which we can summarize with the concept of resonance.
That became our starting point for a new vision for the product. The Ringo ‘R’, a central element in product communication, needed to tell a new story, that of the current generation. From that central idea, the new Ringo biscuit was born, where the R becomes dynamic, vibrates, expands and becomes resonance itself, connecting to the spirit of a brand that gives space to infinite stories. The waves that expand from the R are not just a graphic element, they are a sensorial element that emphasise the crunchiness of the product.
The idea of resonance lends itself perfectly as a conceptual element, supporting Ringo’s new positioning, “Unique together.” This is a concrete example of how communication can work cohesively with product innovation.
