Branding – Ryco Alimentos

Ryco Alimentos is a Brazilian fast-food chain in desperate need of re-branding, in fact they were quoted saying: “How can we improve our brand recognition within our consumers, showing them that we have a very good quality and affordable product?”. Renato Forster was asked to propose new branding for them, and this is what he came up with.

Below you can see why they are in the dilemma they are in. Unfortunately they dug a really deep hole for themselves with this old brand. The cheese just oozes off it and I mean literally and figuratively speaking! The branding overall made the food look really unhealthy. Ryco did however realize that something was wrong with it, too many huge brands like these are extremely naive when it comes to their brand and how it affects their image. Every designer out there reading this knows exactly what I’m talking about.

Okay let’s scroll down to the part where our eyes don’t hurt as much!

Forster proposed a complete redesign, which in the first step is quite a daring one to take, and secondly went for a complete repositioning. He gave the brand a much more clean and simplistic look and feel with subtle yet fresh coloring. He used the shape of a seal which gives the brand a bit more of a solid feel and resounds the idea of quality. The actual Ryco text has been italicized and given a few nice curves, this to me creates the idea of movement which speaks of the fast food idea. The only that is bothering me a little is the small “character” like element just above the “y” in Ryco, only because I’m not exactly sure what it is and I’m also not sure if it’s really necessary.

Ryco express was rebranded as Ryco FAST, keeping the red, but using a much more modern fresh red.

Ryco is famous for their Pao de Queijo, and Forster branded this with it’s own colors too. I love that beautiful paper bag!

We contacted Forster to ask whether the client approved the branding but sadly they rejected it, as so many wonderful ideas do. Their concern was that the new branding looked too expensive, and in a big way I can see why they are saying that, but I’m sure this could have been resolved with a few tweaks here and there. Sadly most clients don’t have this type of vision.

Nevertheless we think this would have been a fantastic brand to see in the real world! Were looking forward to more great branding from this talented designer.